StarwoodPro
Challenge
- Raise awareness among travel agents about Starwood’s brands and reward them for booking Starwood Properties.
- Generate incremental revenues while supporting Starwood’s branding initiatives.
Solution
Dana implemented “You’re a Pro,” a fully integrated print and online marketing campaign to promote StarwoodPro to travel agents. We coded each marketing channel to measure its effectiveness and analyzed ROI in order to fine-tune targeting and messaging.
Results
- Successfully introduced StarwoodPro to the target audience.
- Soon after launch, the StarwoodPro website was tying for third place with the Starwood Preferred Guest site in revenue production.
- Overall, total travel agent bookings were up by 252% over the prior year, with StarwoodPro garnering 15% of the bookings in the first nine months of its launch.
- Magellan Gold Award Winner in the Travel Agent/Agency—Advertising/Marketing Campaign category.