China Road Show Celebrates Westin Hotels Heavenly Bed “Out of Home” Campaign
- Details
- Category: Ningbo Business
- Published: Friday, 11 November 2011 08:26
The Industry’s most ‘Luxurious Bed’ showcased in China including Guangzhou,
Xian and Ningbo from 5 to 13 November, 2011
Westin Hotels & Resorts has launched a unique road show in China celebrating the iconic Westin Heavenly Bed “Out of Home” China campaign starting from 5 – 13 November, 2011 with eye-catching outdoor displays.
Westin Heavenly Bed “Out Of Home” China Campaign introduces the industry’s most luxurious bedto the world’s biggest market for luxury goods – while also promoting the ‘upper-upscale’ hospitality brand’s historic expansion across China. It kicked off at the main site - Guangzhou Opera House in China’s southern economic powerhouse on 5 and 6 November 2011 and extends to Shenzhen, Hefei, Nanjing, Tianjin, Fuzhou, Wuhan and Xiamen, as well as two key cities with new Westin hotels opening by early next year – the coastal manufacturing centre of Ningbo and the ancient northern capital of Xian, home to the famous ‘Terracotta Warriors’.
At the main site, consumers were being entertained with fun bed-making competitions and interactive iPad personality quizzes, and tips from experts on getting better sleep for higher energy levels during the day. Stays at Westin Hotels are also being given away as lucky draw prizes during the campaign.
“The Heavenly Bed is a modern icon of luxury and comfort taking its place among the world’s most prestigious luxury brands finding a key market in China,” said Brian Povinelli, Global Brand Leader for Westin Hotels & Resorts.
Westin Hotels & Resorts changed the travel industry forever with the launch of the Heavenly Bed more than a decade ago. The hospitality industry icon inspired countless imitators and ignited the so-called ‘hotel-bed wars’.
Westin’s sumptuous 10-layer Heavenly Bed has since evolved from classic cult favorite among more than 75 million hotel guests including U.S. Presidents, Hollywood royalty and professional athletes to a fully-fledged lifestyle and retail phenomenon. More than 60,000 beds and 100,000 pillows have been sold and over the past decade – along with 32,000 sheets, and 13,000 shower heads.
Westin has also expanded Heavenly into a full lifestyle brand, sold through a partnership with Nordstrom and online at www.westin.com/store. Similar luxurious offerings include the Heavenly Crib for babies, Heavenly Shower, Heavenly Dog Bed for man’s best friend and the Heavenly Spa brand.
An industry innovator, Westin is renowned for several industry “firsts” including being the first brand to introduce chain-wide smoke-free policy and the first to feature SuperFoods menu offerings in all hotels.
Most recently, Westin announced an exclusive partnership with New Balance, helping hotel guests overcome the hurdles of exercising on the road by providing New Balance footwear, apparel and fitness program content to its guests to borrow. In 2012 the brand will also be expanding its in-room SuperFoodsRX menu items for breakfast to also include lunch and dinner options.
The Heavenly Bed “Out Of Home” China Campaign road show coincides with dramatic expansion of the Westin brand in China, with 11 new hotels joining its existing portfolio of 13 award-winning properties over the next three years. These new hotels will be located in Xian, Ningbo, Xiamen, Changbaishan, Sanya, Haikou, Taiyan, Chongqing, Qingdao, Wenzhou, Nine Dragon Hill and so forth.
Brian Povinelli, Global Brand Leader for Westin Hotels & Resorts added: “The Westin Heavenly Bed forever changed the hotel and we are extremely proud that today the bed and the Heavenly lifestyle brand continue to grow. Since the launch of the Heavenly Bed, we’ve strengthened our commitment to bringing a little bit of Heaven to our guests through new retail items and innovative programming - a rewarding mission that has earned Westin tremendous trust and loyalty.”