Results:

• Coverage in major national media, including USA Today, CBS and affiliate stations, NBC and affiliate stations, ABC and affiliate stations, Fox Broadcasting, Associates Press, San Jose Mercury News, Wall Street Journal, San Francisco/San Jose Business Times and San Francisco Chronicle/Examiner.

• Major industry recognition and coverage, including Hotel and Resort Magazine, Lodging and Hospitality, CBI, Shape Magazine, Modern Fitness Magazine, Club Industry, Modern Traveler and Hotel Executive.
  
  
• Consumer interest and feedback resulted in Westin's plans to build 40 of these projects worldwide during the next 10 years.

Situation: Westin Hotels and Resorts, one of the world's leading hotel chains, was looking for entrance into the suburban market. The creation of a smaller hotel product that included 350 rooms, an attached 85,000-square-foot health club, a center atrium with restaurants, a childcare center, multiple shops and a day spa provided the perfect answer. However, the company management wanted the launch of the product to coincide with their annual investor meetings, which required Shennum Green to execute a full-scale national media launch with less than 20 days to prepare.

Process: A press conference was scheduled at the Westin St. Francis in San Francisco, inviting all business, hotel, and fitness media. Pursuant to the press conference was a national release, fact sheets, and feature articles, as well as follow-up interviews and pitches.