Westin Has All the Answers

CHICAGO In striving to become a lifestyle and not merely the hotel positioned on personal renewal, Westin Hotels & Resorts is going directly to the public today with answers to unusual questions.

In an online effort, the chain will, for example, tell potential customers how to measure muscle tone with the “jiggle test,” or find a natural expectorant through spicy foods.

The Starwood Hotels & Resorts brand today introduces www.FindRenewal.com as well as an in-room TV channel flush with advice and recipes from experts who comprise Westin’s newly assembled Renewal Council.

The council includes gurus who have been selected with the assistance of Creative Artists Agency, which formed a partnership with the hotel chain more than a year ago; the Renewal Council is the first product of that relationship. Included on the panel are luminaries such as psychologist Dr. Dale Atkins, home makeover consultant Vern Yip, celebrity trainer David Kirsch, nutrition expert and celebrity chef Akasha Richmond and trend forecaster Jane Buckingham.

Electric Artists, New York, designed the Web site, which is organized into categories like “Unwind,” “Energize” and “Create.” The content can be dispatched to an audience that elects to receive it through either e-mail or an RSS feed. The Renewal Council members also will develop TV programming specific to their areas of expertise. The in-room channel will begin airing by early 2008.

“With an in-room channel for guests and a dedicated Web site that features rich content cultivated by the council, our hope is to be a daily resource in search of simple and meaningful ways to enrich their lives,” said Westin svp Sue Brush.

Deutsch, New York, is the lead agency for Westin. The chain spent $28 million on advertising in 2006, and $1 million from January through March of this year, per Nielsen Monitor-Plus.

This story updates and corrects an earlier item that stated SS+K devised the Westin effort.