Westin Hotels & Resorts launched its global Westin Well-Being Movement in 2014. GTI Tourism was engaged to launch the movement to the Australian market and further drive awareness of the brand’s commitment to health and wellness.
To support the roll-out of the movement in Asia Pacific and to drive awareness and media engagement in the Australian market, GTI Tourism developed two wellness campaigns headed up by leading health and wellbeing advocates, who were well-known in the market. The first program saw a partnership with yoga teacher to the stars, Charlotte Dodson, who launched a yoga toolkit for Westin guests. A private yoga session for select media was also held at The Westin Sydney, led by Charlotte Dodson. The second program saw GTI Tourism engage Sarah Wilson, blogger and author of the ‘I Quit Sugar’ series, to create a guide for staying fit and healthy on the road. Sarah hosted a media and VIP event at The Westin Sydney to launch the guide.
GTI Tourism’s targeted PR initiatives saw 25 positive pieces of media coverage for the Westin brand and Well-Being Movement, with a reach of 6.6 million and generating almost AUD$200,000 in PR value for Westin.