Broad range of styles and treatments. Mixture of light and dark, solids and gradients. Nature photography style emulated by competitors

Transcription

1 WHAT S CHANGED Feedback from associates and guests helped us fine-tune our identity to exploit our equities and express our revised position. THEN Visual Broad range of styles and treatments Mixture of light and dark, solids and gradients Nature photography style emulated by competitors Warm gray for logo color; bottom right for logo placement All lowercase, sans serif font for headlines Off-white paper NOW Visual Single style with narrow set of visual elements Consistently light and bright with strong use of white space Unique, dynamic nature imagery style Cool gray for logo color; vertically centered logo on left or right All uppercase, serif font for headlines White paper Voice Softer, ethereal, spa-like language Emphasis on the sensual how things feel, look, smell and taste Voice More active and energetic voice Emphasis on feel-good benefits of wellness 2010 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. 2

2 VOICE OVERVIEW The Westin voice expresses a deep understanding of what wellness means to our guests with an emphasis on positive benefits. Messaging echoes our commitment to provide a healthful, comfortable and accommodating environment in which our guests can feel their very best. The Westin voice IS: Vibrant Uplifting, optimistic, inspiring Engaging Draws reader in Clear Succinct, easy to understand Focused on guests wellness needs Credible Specific and factual, based on expert knowledge Refined Appropriate for our upscale environment The Westin voice IS NOT: Overly familiar Cerebral New age Critical Preachy Formal Ethereal On brand: Off brand: Communicates customer benefit Fluidly-paced sentences Clear, everyday language Relevant Content Overly-friendly approach Clichés, trite expressions, common phrases Ethereal, new age, airy language Exaggerated expression or exclamation 2010 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. 26

3 LANGUAGE Exudes an encouraging tone Inspires optimism and healthfulness without using the term wellness The words wellness and well-being are used solely internally in describing our Westin brand mission and are never used in guest-facing or marketing collateral. CATEGORIES SLEEP/BED MEETINGS DINING ON BRAND Quietly energize Mindful meetings Eat well OFF BRAND (common phrases) Cozy up Meeting of the minds Food for thought OFF BRAND (spa-like/ethereal) Revive your body and mind Uplift your team, replenish your supplies Indulge your body, nourish your soul SPECIAL OFFER Treat yourself royally King for a day Embrace a good deal, experience personal renewal SPA Get back to your best self Renew your spirit Restore harmony, awaken your senses, personal peace FITNESS Power up at your pace In the lap of luxury Energize your spirits 2010 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. 27

4 VOCABULARY Samples of vocabulary words and approaches that can be used for guestfacing or marketing collateral: Descriptive: Restful Powerful Action: Energize Energizing Relax Feel-good Balanced Give in to Comfortable Well nourished Take comfort Tempting Soothing Indulge Relaxing Delectable Enjoy Refreshing Delicious Treat yourself Irresistible Calm Unwind Well cared for Fresh Delight Nourishing Revitalizing Satisfy Invigorating Well rested Recharge Uplifting Healthful Take advantage of Healthy Health-enhancing Thrive 2010 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. 28

5 HEADLINE COPY Tap into the vivacity of feel-good wellness Balance of energy and calm Straightforward Alliterative Sophisticated cleverness lifts the energy of the pieces Active and evocative when describing calming ideas Direct positive message Usage of successive letters or sounds QUIETLY RECHARGE UP IN ROOM INVIGORATION UPLIFTING DOWNTIME EAT WELL RISE ENERGIZE RESTING THINK CLEARLY BEAUTIFUL NIGHTS BLISSFUL MORNINGS PEACEFUL INVIGORATION STAY BALANCED FULLY PAIRED ENERGIZING CALM LIVE FULLY REVITALIZING COMFORT FEEL GOOD WELCOME COMFORT 2010 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. 29

6 {IDENTITY OVERVIEW} VOICE The Westin voice expresses the importance of maintaining the wellness of our guests, emphasizes positive benefits and echoes our commitment to providing a comfortable and accommodating environment. THE WESTIN VOICE IS: THE WESTIN VOICE IS NOT: VOCABULARY: Descriptive VOCABULARY: Action HEADLINE COPY: Vibrant Uplifting, optimistic, inspiring Engaging Draws reader in Overly familiar Cerebral New age Critical Restful Energizing Feel-good Comfortable Balanced Well nourished Soothing Energize Relax Give in to Take comfort QUIETLY RECHARGE UPLIFTING DOWNTIME RESTING Clear Succinct, easy to understand Focused on guests wellness needs Credible Specific and factual, based on expert knowledge Refined Appropriate for our upscale environment Preachy Formal Ethereal Cozy up Flex your muscles Revive your body and mind Energize your spirit Tempting Relaxing Refreshing Irresistible Well cared for Nourishing Invigorating Uplifting Healthy Powerful Delectable Delicious Calm Fresh Revitalizing Well rested Healthful Health-enhancing Indulge Enjoy Treat yourself Unwind Delight Satisfy Recharge Take advantage of Thrive UP EAT WELL THINK CLEARLY STAY BALANCED IN ROOM INVIGORATION RISE ENERGIZE FULLY PAIRED QUIETLY ENERGIZE UP AT YOUR OWN PACE The words wellness and well-being are used solely internally in describing our Westin brand mission and are never used in guest-facing or marketing collateral Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. 33