Case StudyThe Westin Hotel: Zen GardenAgency: Deutsch AdvertisingExecution: Attack!

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.

Winning Strategy: Now and ZenAttack! 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.

Results:Rejuvenating SuccessThe 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 placementsOn an average weekend approximately 12,900 people walk through Union Square.Over 3,000 fliers were distributedFor more info on the campaign, visit: http://www.hotelmarketing.com/index.php/content/article/070802_westin_turns_traditional_hotel_advertising_on_its_head/)

Highlights MediaMedia AttentionStaffingEvent LogisticsFlyering25 tons of gravelBlog 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, 2007For more information, pictures and videos, visit Electric Artist’s website at:http://assets.electricartists.com/westin/feel/index.php?loc=SF

Photos

About Attack! MarketingAttack! is a nationwide field marketing agency, partnering with other agencies to provide staffing resources, promotional support, logistics, and fulfillment focused on developing successful brand experiences At the core of our success is turn-key field marketing services, enabling agencies to deliver the best in field marketing, guerrilla and non-traditional marketing, and out-of-home media Since 2001, our award-winning team has worked with agencies to promote over 300 of the country's best brandsRecognized within our industry for delivering the best in staffing, training, and 24-hour customer supportLet us know how we can be your agent on the inside™.For general inquiries, please write to us at info@attackmarketing.net or call us toll free at: 866.944.ATTK(2885)

Attack! is a nationwide field marketing agency, partnering with other agencies to provide staffing resources, promotional support, logistics, and fulfillment focused on developing successful brand experiences

At the core of our success is turn-key field marketing services, enabling agencies to deliver the best in field marketing, guerrilla and non-traditional marketing, and out-of-home media

Since 2001, our award-winning team has worked with agencies to promote over 300 of the country's best brands

Recognized within our industry for delivering the best in staffing, training, and 24-hour customer support