Ogilvy & Mather will bow the inaugural effort for Starwood Hotels & Resorts Worldwide this week with a $50 million campaign to launch Starwood Preferred Guest, its frequency program, sources said. The ads are the first in which the client supports the Starwood brand.
Ads for Starwood Preferred Guest will begin with print, likely touting membership as being "where nothing is far away." Media should eventually include TV, along with direct mail and cross-marketing with partners such as American Express, AT&T, Avis Rent A Car and Banana Republic.
The world's largest lodging company, based in White Plains, N.Y., will herald its first Starwood-branded product as offering "a world of reward without boundaries," enabling members to earn "Starpoints" via six Starwood brands: Sheraton, Westin, The Luxury Collection, Four Points, W Hotels and Caesars World casinos.
The client declined to comment.
This assignment for the New York agency comes on the heels of Ogilvy's recent victory over DDB Needham, Chicago, in the consolidation of roughly $80 million of Starwood's global media buying duties.