Research highlighted that running in an unfamiliar city is isolating and pre-race rest is critical. We identified that while some hotels might serve baseline needs for runners, no one was addressing the pain points of traveling for a race.

Knowing that for marathon runners the race should be the focus, Westin created the RunWESTIN® Concierge (RWC)—a literal runner’s dream job—to make every part of a runner’s stay during race weekend as comfortable and stress-free as possible. Beyond the runners themselves, the RWC would cater to their loved ones, whom other hotels were neglecting—and giving runners time to prepare.

The program generated 113 million+ media impressions and 7.5 million social impressions, leading to 1,000+ RWC applicants (exceeding applications goals by 275%). The exposure was diverse and engaged, across Twitter, blogs, news, and forums. Health & Wellness Expo results yielded 291,687 visitors, 22,535 interactions and 4,363 Starwood Preferred Guest® enrollments. We gained the opportunity to grow larger via branded social channels and awareness of Westin’s commitment to runners and its guests.