City sanctuaries

DESCRIPTION

Westin Hotels & Resorts, an upscale chain of international hotels, wanted to bring to life the brand’s ongoing concept of personal renewal in key European cities. It also wanted to expand upon its new ‘Brain and Body Fitness’ focus which connected mental and physical exercise with optimum health to help guests actually feel better when they leave their Westin Hotel than when they arrived.
Its idea was a Sudoku-themed experiential campaign in the form of "Sudoku Sanctuaries", brought to life in the key hubs of London, Madrid, Paris and Milan.
The sanctuaries are huge relaxation areas where local workers can escape the noise and stress of city life and unwind their mind with a range of supplied Sudoku puzzles.
A modern version of the "chess garden" concept, the raised sanctuaries are constructed from wood and decorated with live plants, providing nine separate seating areas where visitors may congregate for lunch or sit peacefully with a Sudoku puzzle.
The activity follows the success of the 2007 campaign where Westin transformed San Francisco’s Union Square into an inspiring Zen Garden. Both campaigns have been successful in conveying the relaxed feeling which Westin promises its guests will experience at its hotels.

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