Starwood Hotels & Resorts has a marketing communications plan to promote its portfolio of hotel brands that includes Sheraton, Le Meridien, St. Regis, The Westin, Four Points, Element, The Luxury Collection, and Loft. The plan outlines Starwood's goal to transition to a franchise-focused model with over 1,200 properties worldwide. It identifies classic hotel competitors and establishes Starwood's value proposition of providing the best local experiences through fashion, design, music and insider access. The plan details strategies for mobile, social media, PR and collaborations to engage target audiences and leverage Starwood's leadership in digital marketing.

1. MARKETING COMMUNICATIONS PLAN

2. STARWOOD HOTELS & RESORTS
S H E R A T O N
L E M E R I D I A N
S T. R E G I S
T H E W E S T I N
F O U R P O I N T S
E L E M E N T
THE L U X U R Y C O L L E C T I O N
L O F T

3. STARWOOD HOTELS & RESORTS
1 2 0 0 P R O P E R T I E S W O R L D W I D E
GOAL to B E C O M E “ E Q U I T Y L I G H T ”
F R A N C H I S E > R E A L E S T A T E

4. C L A S S I C C O M P E T I T O R S
HILTON HOTELS WORLDWIDE

5. VALUE PROPOSITION
THE
B E S T
OF WHAT EVERY CITY
HAS TO OFFER

6. F A S H I O N
D E S I G N
M U S I C
W I N S I D E R

7. T A R G E T A U D I E N C E

8. M O B I L E

10. VOTED
THE MOST DIGITALLY COMPETENT BRAND
IN THE HOTEL INDUSTRY
/ 2013

11. C O L L A B O R A T I O N S
H R C
C H A R I T Y : W A T E R
B L I S S
C F D A { FASHION INCUBATOR }
M E RCEDES-BENZ / FASHION WEEK
M I X . D J
A M E R I C A N E X P R E S S
H A V A I A N A S

12. SOCIAL MEDIA
H A P P E N I N G S
PR

13. A G E N C Y O F R E C O R D RDA

14. I N S T A G R A M

15. F A C E B O O K

16. T W I T T E R

17. T U M B L R

18. H A P P E N I N G S

19. P R

20. P R

21. P R

22. P R

23. P R

24. C A N T H E R E B E
S U C H A T H I N G
A S I M C O V E R L O A D ?

25. A P R I L 1

26. N E W C O M P E T I T O R S
“LUXURY IS EACH INDIVIDUAL
DEFINING WHAT LUXURY IS
TO THEM, I WANT A
LUXURIOUS EXPERIENCE,
BUT I WANT TO WEAR MY
JEANS..I WANT TO PARTAKE IN
POPULAR CULTURE”