US: 1 Hotels has launched its Earth Day Every Day campaign, a year-long initiative focused on raising awareness of environmental issues.
The brand, described as “a mission-driven, nature-inspired luxury lifestyle brand” with locations in Manhattan, Brooklyn and South Beach says the initiatives are “a testament to the fact that sustainable choices and celebrating the planet are brand priorities”.
The programs will also be a fundamental part of the soon-to-open 1 Hotel properties in West Hollywood, Cabo, Sunnyvale and Sanya (China).
The campaign is focused on creating awareness of issues such as off-shore drilling, rising sea levels, beach pollution and other human activities that threaten the coasts where many 1 Hotels are located. 1 Hotels is working with the NRDC to help guide advocacy efforts.
“This brand movement supports our commitment for 1 Hotels to not be another hotel brand, but a cause and a platform for change that encourages consistent conversation and action,” said Barry Sternlicht, chairman and CEO of Starwood Capital Group, creator of the 1 Hotels brand. “Our goal is to be a living laboratory for sustainable living, to incite urgency, and be an example for change amongst our esteemed clientele, the industry and the world. It is 1 world.”
“Our team members are especially excited to be part of the first ever advocacy campaign spearheaded by a hospitality brand,” said Arash Azarbarzin, president of Starwood Capital affiliate SH Group. “We are continuously dedicated to the 1 Vision and its larger purpose to move the mission forward amongst our team, guests and the larger community.”
Earth Day Every Day consists of several brand-wide initiatives including a Phone2Action campaign, a speaker series with advocate guest talks and sustainability screenings, establishing Earth advocates among staff, a Save Our Shores (SOS) package, statement T-Shirts and a letter writing campaign.
Phone2Action: 1 Hotels will use the Phone2Action platform to provide a digital space where activism can thrive. Through action centers situated in each 1 Hotel lobby the community and guests can educate themselves about various environmental issues, including those in their hometown. Once a person selects the cause on which they’d like to engage, they can easily use email, phone or social media to contact their federal, state and local legislators. This technology offers an opportunity for the 1 Hotels community to engage on issues they care about and become agents of change.
Other activities include an Earth Day Festival & Artisanal Market at 1 South Beach, test driving the fully electric BMW i3’s at 1 Brooklyn Bridge and participation in March for Science (April) in DC and Climate Change March (October) in NYC.