Renowned for its comfortable beds, Westin Hotels & Resorts had become so inundated with customer requests to buy its Heavenly Bed that it launched Heavenly, an eight-page catalog, in November.
The catalog sells bathrobes, linens, bed trays, and related items, but the flagship product is the $2,300 queen-size Heavenly Bed, which comes with a 10-inch pillow-top mattress, a comforter, three sheets, and five pillows. The catalog is a natural progression from an intensive August ’99 launch and public relations campaign for the bed. Following the promotion, printed “cloud” cards with an 800-number were placed on every pillow in the hotel chain. “We sold three beds a day from that card,” says Sue Brush, marketing director for Westin. “We got so many calls that we decided to do an eight-page catalog.”
Stamford, CT-based Westin produced 75,000 catalogs, 50,000 of which were placed in 25,000 Westin rooms throughout North America. The remaining 25,000 catalogs will be mailed to upscale female travelers culled from the hotel’s database, Brush says.