Westin’s Brand Management team wanted to create a video that would appeal professional meeting planners who were on a Westin hotel website. The challenge was how to insure the video showcased the qualities unique to each property, in 52 different local markets across the US, while keeping each one consistent with the Westin Brand. The videos would have to inspire meeting and event planners to choose Westin Hotels for their meeting needs (drive bookings), based on Westin’s brand quality and the unique amenities and programs unique to each property.
Our approach was first to develop a compelling creative brief that would: 1) convey how Westin helps you to achieve a more productive meeting, and 2) could be organized into a narrative with both global shots (brand building, non-property specific) and local shots (property specific).
Next, we developed an online framework that would organize the various versions of the videos into manageable aspects for the Westin brand team and the CreativeFeed creative team. Within this framework, each hotel should be able to customize the content of their video, based on the unique their attributes.
Once the framework was populated and approved, knitting together the business strategy with the creative approach, we set about developing a mood board / storyboard that would bring the strategy to life. CreativeFeed then provided the creative direction for the “template” location shoots in Phoenix and San Diego. Additionally, we oversaw the production of key brand visuals including food photography and in-camera models that were used as chapter titles.