Case Study

The Westin Hotel:

Zen GardenAgency: Deutsch Advertising

Execution: 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 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 staff was 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 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/)

Highlights • Media Attention

• Staffing

• Event Logistics

• Flyering

• 25 tons of gravel

• Blog media: Adrant, Citysearch

and others

Media

“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

Photos

About Attack! Marketing

•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

Let 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)