Westin Rock 'n' Roll Marathon Sponsorship

CHALLENGE

Launch the Westin Hotels & Resorts sponsorship of the Rock 'n' Roll Marathon series and promote bookings of the VIP Marathon Package on race weekends across the country.

INSIGHT

There are many stresses associated with traveling for a race. This is especially true for Rock 'n' Roll Marathon Series participants as many are first-time marathon runners.

SOLUTION

Create the new position of RunWESTIN Concierge: an experienced Marathon runner who travels from race to race and is dedicated to eliminating guests' pain points so they can run their best race.


It all began with the launch of a nation-wide search for the perfect RunWESTIN Concierge.

It all began with the launch of a nation-wide search for the perfect RunWESTIN Concierge.

The social media response was amazing; this position was clearly a Dream Job for thousands of dedicated runners.

The social media response was amazing; this position was clearly a Dream Job for thousands of dedicated runners.

The selection process was grueling: ten of the 1000+ applicants were asked to submit a short video on their training philosophy. The top five were invited to Starwood Hotels & Resorts headquarters for an in-person interview.

The selection process was grueling: ten of the 1000+ applicants were asked to submit a short video on their training philosophy. The top five were invited to Starwood Hotels & Resorts headquarters for an in-person interview.

The 3 finalists joined Westin for race weekend in Chicago, where they put their RunWESTIN skills to the test.

The 3 finalists joined Westin for race weekend in Chicago, where they put their RunWESTIN skills to the test.

The winner was announced a couple weeks later at the Philadelphia race: Chris Heuisler became the first RunWESTIN Concierge.

The winner was announced a couple weeks later at the Philadelphia race: Chris Heuisler became the first RunWESTIN Concierge.

Once a runner books a VIP Marathon Package, Chis welcomes them and directs them to his social pages where he provides relevant information and helpful tips and tricks for the upcoming race.

Once a runner books a VIP Marathon Package, Chis welcomes them and directs them to his social pages where he provides relevant information and helpful tips and tricks for the upcoming race.

Upon arriving, VIP guests are greeted by Chris and invited to sign up for a personal consultation to prepare them for the big race.

Upon arriving, VIP guests are greeted by Chris and invited to sign up for a personal consultation to prepare them for the big race.

The RunWESTIN Concierge congratulates guests as they cross the finish line and directs them to the Westin VIP Recovery Tent.

The RunWESTIN Concierge congratulates guests as they cross the finish line and directs them to the Westin VIP Recovery Tent.

VIP guests are greeted with an assortment of food and beverage choices  selected specifically for long-distance runners.

VIP guests are greeted with an assortment of food and beverage choices  selected specifically for long-distance runners.

Westin's Superfoods RX is prominently featured, providing runners with whole foods for a quick recovery.

Westin's Superfoods RX is prominently featured, providing runners with whole foods for a quick recovery.

A massage therapist is on-site to help runners relax their tense and tired muscles.

A massage therapist is on-site to help runners relax their tense and tired muscles.

And for those with minor aches and pains, there are two self-service first-aid stations stocked with all of the essentials.

And for those with minor aches and pains, there are two self-service first-aid stations stocked with all of the essentials.

A prominent Step & Repeat gave runners a place to take photos celebrating their accomplishment.

A prominent Step & Repeat gave runners a place to take photos celebrating their accomplishment.

Runners pushed their photos to their various social networks using the hashtag #RunWESTIN.

Runners pushed their photos to their various social networks using the hashtag #RunWESTIN.


CLIENT: Westin Hotels & Resorts
AGENCY: Momentum Worldwide
GLOBAL CREATIVE DIRECTOR: Mark Robison
ART DIRECTOR: Natasha Sokulski
AWARDS/RECOGNITION: Bronze Reggie 2014 – National Consumer (under $3M)