STARWOOD FOCUSES ON AMENITIES IN NEW WESTIN CAMPAIGN
By Adnews Staff
Starwood Hotels & Resorts Worldwide of White Plains, NY has begun a global consumer advertising campaign for its Westin chain. The campaign was created by Deutsch. It makes use of photographs of the hotel's amenities such as its beds and baths, along with copy such as "A wakeup call for other hotels", "Fall in love every time you fall asleep" and "Form that actually functions." The campaign is aimed at business and leisure travellers. Advertising broke in the U.S. on April 9 with a five-page insert in the Wall Street Journal. The campaign is also running in newspapers and magazines including USA Today, The New York Times, Travel & Leisure, Golf Digest and Golf Magazine. Online and direct mail advertising is also in use. The campaign's creative will be adapted to run in Canada, Australia, Singapore and Europe.