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Transforming the in-room channel from the noise you had while the shower warms up to content you want to watch.
Starwood Preferred Guest (SPG) is Starwood’s award-winning loyalty program that offers a rich portfolio of features and benefits for staying at any of Starwood’s 11 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 11 brands worldwide every night.
Content that scales from 15-second social media clips to a 2+ hour in-room TV experience.
The channel needed a global content strategy, creative, and production approach to 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. That 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 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.
Unifying 12 global brands with 1 visual language
With diverse content from 12 different brands, 1500+ hotels, and content created by multiple global production houses, we had to create standards and a unified design language that would be able to stitch all the diverse content into one seamless experience.