Humanitarian Branding: Capturing the Hearts of Your Audience
April 08, 2013
In advertising, audiences are used to the constant sales pitches convincing them to give in and purchase a product or service. However, when the intentions of a brand or company make a turn and present themselves as people “just like you”, audiences are reminded why they love the company and start to see compassion in the brand rather than a large advertising corporation. Westin Hotels is now offering two free nights to over 200 New York nurses who cared for those in need from Hurricane Sandy to promote its new weekend services.
“Our research shows consumers are craving more leisure time but taking less vacation, so we are trying to offer weekend breaks that are seamless and stress free,” said Brian Povinelli, Westin’s global brand leader.
Through this campaign, Westin is encouraging business travelers to book rooms on weekends to recharge with later checkout times and extended breakfast hours as part of the “Make Monday Better” program. As this program keeps in mind the needs of the people, both physically and mentally, Westin is able to win over dedicated workers including nurses, teachers and volunteer firefighters.
“These dedicated working people are seen as inspirational and deserving figures by the executives and professionals who are loyal to our brand,” said Bob Jacobs, Westin’s VP of brand management.”A free weekend stay reinforces our campaign message that everyone deserves a chance to relax and rejuvenate.”
It’s important for large corporations to present their new ideas based on the emotional and sentimental needs of their audience. When the hearts of an audience is captured, it is easier for consumers to connect to the brand. Through this tactic, both parties are mutually intrigued and willing to participate with each other.