Williams to Integrate Minority Voice in Hotel Ads

NEW YORK Starwood Hotels & Resorts Worldwide has named Carol H. Williams Advertising to help develop campaigns targeting African American and urban consumers.

The Oakland, Calif.-based agency “will integrate a distinct African American voice into Starwood’s advertising and marketing campaigns, specifically for its Sheraton, Four Points by Sheraton, W Hotels, and Westin brands.” The agency will also consult on multicultural marketing plans, provide strategic direction, and negotiate and purchase media directed towards African American consumers for the hotelier, per the White Plains, N.Y.-based chain.

Interpublic Group’s Deutsch in New York is the lead agency for Starwood’s Westin and Sheraton brands, for which the combined ad spend totals $70 million a year, per Nielsen Monitor-Plus. The assignment comes about three months after Steven Heyer was named Starwood’s CEO.

“Starwood is partnering with CHWA to do something truly special,” Carol H. Williams, agency founder and CEO, said in a statement. “By developing campaigns that express an understanding of the African American market’s value, they are making another leap in their commitment to multiculturalism.”

—Brandweek staff report