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Starwood Hotels & Resorts is pouring $30 million into a new advertising campaign to expand its Starwood Preferred Guest (SPG) loyalty program into the business-to-business market.
The SPG Pro program, which launches today, builds on the company’s consumer-facing initiative that already skews towards tech-savvy members. Just last week, Starwood said that 50 percent of online traffic came from mobile when it launched a smartphone game as part of its U.S. Open sponsorship.
Starwood’s digital media plan centers around the company’s first LinkedIn ad buy designed to attract business professionals on the social site.