The campaign is weather aware, and invites consumers to 'wipe away your weather' - weather conditions can be 'wiped' off the screen to reveal a sunny Westin hotel resort, with interactive information about the resort for the consumer to explore.
The Weather Channel's re-launced iPad app features a new 3D interactive globe and Twitter integration.
The app also features weather-triggered background images, as well as 10-day, hourly, and 15-minute forecasts, and a HD video section that shows the latest news from The Weather Channel's TV station. It also allows users to send their own photos to the app in the 'iWitness Weather' section, which brings an element of citizen journalism to the app, says The Weather Channel.
"In the age of the interactive social experience, we know weather information needs to be visual, accurate and at your fingertips," says Cameron Clayton, executive vice president of digital product at The Weather Channel Companies. "This was an opportunity to create a better product that's all about the consumer and gives them the opportunity to truly explore and share."