1. Case Study The Westin Hotel: Zen Garden Agency: Deutsch Advertising Execution: Attack!

2. Project Challenge: The Hotel Gets Quiet The Westin Hotel was looking for a creative way to enhance their nationwide marketing campaign promoting revitalized emphasis on the rejuvenating and renewing experiences of a Westin stay.

3. Winning Strategy: Now and Zen Attack! commissioned a local Zen artist to design a Zen garden in San Francisco’s busy Union Square (directly across from The Westin Hotel itself) More than 25 tons of gravel and rocks were brought in to build the enchanting 30-by-80-foot Zen Garden, complete with stepping-stones and bamboo bushes. Each day the artist designed the garden to signify The Westin’s focus on peaceful and relaxing atmospheres. City-goers were able to watch the artist work first hand while hanging out, working, or reading. Friendly staffwas on hand to answer questions and distribute brochures on the Zen Master, the Zen Garden and The Westin’s revamped décor. The combination of this ancient calming science with the modern day vibe of Union Square enforced The Westin’s campaign for rejuvenating and renewing experiences in a hectic world.

4. Results:Rejuvenating Success The Zen Garden experience was an integral part of the Westin Hotel’s larger campaign, which focused on over 5 markets and included more than 270 different visuals and 2,754 media placements On an average weekend approximately 12,900 people walk through Union Square. Over 3,000 fliers were distributed For more info on the campaign, visit: http://www.hotelmarketing.com/index.php/content/article/070802_westin_turns_traditional_hotel_advertising_on_its_head/)

5. Highlights Media Media Attention Staffing Event Logistics Flyering 25 tons of gravel Blog media: Adrant, Citysearch and others “Onlookers admire the transformation from a bustling Union Square area into an inspiring yet relaxing Zen garden. More than 25 tons of gravel and rocks were used to build the 30-by-80-foot garden. (Facilitated by Attack!)” Electric Artists, September 27th, 2007 For more information, pictures and videos, visit Electric Artist’s website at: http://assets.electricartists.com/westin/feel/index.php?loc=SF

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