With the goal of increasing brand affinity and in support of the Westin's brand launch, we created a 10 month virtual, online experience that enables consumers to Escape with the “5 Minute Vacation” and Explore through the Sights and Sounds of the City. In this online experience consumers get rejuvenating images and sounds and relaxing tips and techniques that will lift a consumer’s mood. In addition, they can discover venues close to Westin hotels that enable moments of renewal; all built on Microsoft's Virtual Earth experience. The campaign moves Westin from being a product-focused to a hotel-focused experience.