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Amid a softening upscale hotel market in the U.S., Starwood is launching its first branding campaign for its Luxury Collection Hotels & Resorts. The portfolio includes 65 of the world’s finest resorts in 26 countries.
Print ads, breaking in August magazines, tell affluent consumers “Life is a collection of experiences. Let us be your guide.” Bora Bora, Italy and popular North American scenery are shown in three separate ads. Atmosphere BBDO, New York, handles.
The move comes at a time when the luxury hotel segment is experiencing some unforeseen softness.
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