FINN PARTNERS, New York / WESTIN HOTELS & RESORTS / 2019
Westin aimed to create a CSR campaign that aligned with their commitment to empower well-being beyond its hotels further strengthening their reputation as the preeminent hospitality wellness brand. The entire campaign was developed from scratch.
1) Associate Engagement. Strengthen associate culture by providing an opportunity for associates to impact the brand. More than 325 associates around the world submitted ideas.
2) Tone-Setting Media Coverage, recognizing Westin as a pioneer in sleep/wellness spaces, positioning a brand exec as thought leader & inspiring industry-wide change, and infiltrating business + lifestyle outlets where Westin is not often covered.
Support Marriott International’s Sustainability & CSR Goals, including:
- Ensure healthy lives and promote well-being for all at all ages
- Ensure sustainable consumption and production pattern
To celebrate a new marketing campaign, Westin created Project Rise, a CSR initiative asking associates globally to submit ideas on how they could better the world through a well-being lens aligned with Westin’s brand identity. From hundreds of submissions, the brand selected an entry about the tremendous quantity of linen waste at hotels, and the lack of a centralized process for recycling linens that were faded or worn but clean and reusable.
Westin’s brand/marcomm teams conceptualized a scalable solution to this need: transforming the linens into pajamas to help better sleep. Manufacturing partners made the vision a reality, and the upcycling process was a central part of storytelling.
With the help of a global nonprofit, pajamas were donated to children in need, and Westin guests could also purchase a set of PJs, with a portion of proceeds going back into Westin’s sustainability efforts.
Westin’s target: global travelers (HHI: 150K+, Age: 32-54) who prioritize wellness and recognize giving back as an important part of feeling good. They are constantly connected, using wellness as way to restore a sense of control.
In a recent global study performed by StudyLogic:
77% global respondents say giving back enhances their overall well-being
An incredible 89% of people globally are more likely to book a hotel that provides give-back opportunities.
80% of those surveyed globally intend to give back while traveling in the next 12 months
The campaign used sleep to connect the well-being of the world / well-being of consumers. Messaging focused on: innovation around the program; scalable potential for linen upcycling across global hotel industry; role of routine in good sleep; and capitalized on consumer interest in upcycling form ocean plastic sneakers, to apparel repair programs, to the rise of fashion rental/re-sale keeping apparel out of landfills.
- Funded global survey exploring link between giving back/wellness
- Asked associates for ideas to improve the world; housekeeping supervisor suggested upcycling discarded linens
- Examined EPA textile waste data: 15mm tons/year discarded in US
- Gathered data from World Sleep Society: majority of kids are sleep deprived, bedtime routines lead to better sleep/wellbeing
- Created/designed PJs
- Tapped global health leaders in manufacturing/innovative technologies to develop a system to repurpose discarded linens into fabric for PJs using best practices in textile manufacturing
- Collected 30,000 lbs of linens/terry from 50 hotels in 5 months
- Pre-pitched/secured features in Fast Co, Forbes, Hotel Business, Quartz, among others
- Debuted PJs in March 2018 at events in NYC, Asia Pacific, Middle East, Africa
- Worked with Delivering Good to donate PJs to kids in need (most prone to suffer sleep anxieties) & sell PJs to further sustainability efforts