Westin's fresh green "emergency exits" are providing new inspiration to Grand Central's, rush-hour morning commuters.

The new multimillion dollar campaign from the "rejuvenation" hotel brand is making big news not only for its imaginative use of media but also for taking a less-travelled approach in hotel advertising (no pictures of opulent hotel lobbies or flashy amenities - only nature and impactful one-liners).

As recently as a year ago, Hilton's "travel should take you places" campaign addressed the new cutting-adventure seeking streak in travel.

The use of non-traditional media like 3-D and Bluetooth billboards, image-shifting lenticulars and sub-media (a giant flip book on train tunnel walls) could indicate that conventional offline media is poised to make a big comeback as the Internet advertising continues its tumultous growth (predicted to slow in the coming years).

The theory that consumers must be engaged at every point in their lives just got fresh life with Westin's campaigns.

Vijay is Chief Operating Officer and part-founder of Apple Core Hotels- a chain of 5 midtown Manhattan hotels offering value and comfort in the heart of the city.Member of the board of Directors - Hotel Association of New York.

www.vijaydandapani.com