Changing the in-room channel from the noise while the shower warms up to content you want to watch
Starwood Preferred Guest (SPG) is Starwood’s award-winning loyalty program that offering a rich portfolio of features and benefits for staying at any of Starwoods 10 brands but their in-room channel SPGTV was suffering from low attention and ineffective messaging. The channel had to be rethought and redesigned since it is watched by over 500,000 guests across 10 brands worldwide every night.
The channel needed a global content strategy, creative and production approach that would help build brand equity for SPG through the in-room channel, and position the content for multi-channel distribution. The solution was to create content formats that were more engaging and effective focusing on different types of stories around guests, destinations, brands, events and promotions. Those piece could then be arranged into a 50 minute long timeline that would allow for the channel to be refreshed twice a year. It also allowed for the work to then be broken up and distributed across social media channels so the content could become more valuable and versatile. The result was an increase in messaging opportunities and richer storytelling.
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