Starwood Hotels & Resorts Worldwide Promo MADE FOR CHINA by POSSIBLE WORLDWIDE

MADE FOR CHINA

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Industry Hotels & Resorts
Media Promo & PR
Market United States
Agency POSSIBLE WORLDWIDE
Associate Creative Director Samuel Poh
Executive Creative Director Andrew Mason
Released March 2011

Credits & Description

Category: Entertainment & Leisure
Advertiser: STARWOOD
Product/Service: HOTELS
Agency: POSSIBLE WORLDWIDE
Date of First Appearance: Mar 16 2011
Entrant Company: POSSIBLE WORLDWIDE, New York, USA
Entry URL: http://www.starwoodmadeforchina.com/
Managing Director: Chester Tan (Possible Worldwide)
Vice President of Sales/Online & Revenue Management: Alison Taylor (Starwood Asia Pacific Hotels & Resorts)
Director/Online Distribution: Janice Chan (Starwood Asia Pacific Hotels & Resorts)
Executive Creative Director: Andrew Mason (Possible Worldwide)
Engagement Director: Nadim van der Ros (Possible Worldwide)
Media Director: Mark Newton (Possible Worldwide)
Senior Consultant: Timi Siytangco (Possible Worldwide)
Project Manager: Alan Tan (Possible Worldwide)
Associate Creative Director: Samuel Poh (Possible Worldwide)
Head of Copy: Eve Aw (Possible Worldwide)
Production Manager: April Koh (Possible Worldwide)
Marketing Analyst: Fern Yit Lim (Possible Worldwide)
Managing Director Greater China: Tony Ip (Possible Worldwide)
Director (Video Production): Ken Chung (Viral X Media)
Media placement: Casting Call - Www.youku.com - 24 February, 2011
Media placement: Website - Www.starwoodmadeforchina.com - 17 March, 2011
Media placement: Webisode Series - Www.starwoodmadeforchina.com - 17 March, 2011
Media placement: Online Banner Ads - MSN, Qunar, Tudou, Wall Street Journal, Yododo - 17 March, 2011

Describe the objective of the promotion.
Chinese travellers are discovering the world - but like others, they prefer to travel with the comforts of their own culture. The “Made for China” promotion encourages them to choose Starwood Hotels, because only Starwood delivers programs built exclusively around the Chinese traveller. The “Made for China” seal provides a recognisable visual mnemonic signifying a quality assurance from Starwood Hotels that the program, service point or campaign is specifically tailored to the needs of the Chinese traveller. The glamorous four-webisode “Wish Upon a Star” campaign was intended to improve awareness of Starwood’s global destinations and drive awareness of China-relevant proof points like the new double-byte booking system.

Describe how the promotion developed from concept to implementation.
The new generation of Chinese traveller prefers to travel with the comforts of Chinese culture - language, cuisine, and favourite activities like shopping. We therefore branded Starwood Hotels (and affiliated businesses) with the “Made for China” seal of approval that signifies the highest levels of attention to Chinese needs. To drive awareness of the Starwood initiative (including its new Chinese-friendly booking system), a glossy, celebrity-driven web series showcases the in-hotel experience of Starwood properties around the globe. A compelling social media blitz included a casting call, in-character and actor microblogging and cliffhanger treasure hunts on the campaign site.

Explain why the method of promotion was most relevant to the product or service.
The Made for China launch campaign, "Wish upon a Star," features popular Chinese celebrity Peter Ho and newcomer Celina Jade, in a web series that builds a connection with a Chinese audience eager for the excitement and romance of travel. The series features four international Starwood properties, with the finale at the Le Meridien Shanghai. The campaign aims to galvanise the new generation of Chinese travellers with one of the first campaigns to use a uniquely integrated social media campaign using the homegrown Chinese social networks Weibo, Sina and Kaixin. The Made for China campaign was truly made for China.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Starwood originally approached us with a brief to publicise their new booking engine, which would accept double byte characters. We reframed the challenge for them, resulting in the “Made for China” campaign, with which they are delighted about.