Starwood Names Deutsch for Westin, Sheraton

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Starwood Hotels & Resorts Worldwide Inc. has appointed Deutsch Inc., New York, as its advertising agency of record for its Westin and Sheraton brands.


Ten agencies pitched for the $20 million to $30 million business, including M&C Saatchi and Saatchi & Saatchi that were among the three finalists. Incumbent DDB, New York, did not participate in the review.


The White Plains, NY-based Starwood kicked off a search for a new shop in October. It wants to develop more targeted marketing communications for its two largest hotel brands.


Starwood joins a list of Deutsch clients that includes DirecTV, Domino's Pizza, Revlon, Snapple, Mitsubishi Motors of America, Pfizer and Tommy Hilfiger. Part of the Interpublic Group of Cos. Inc., New York, Deutsch last year reported billings of $1.8 billion.


Tactics planned for Westin and Sheraton include direct mail, e-mail, on-property and in-room advertising, online advertisements, and possibly promotions and events. This, of course, complements traditional advertising. Spending on direct was not disclosed.


"Direct and interactive could be any number of roles," said Bobbi Casey Howell, president of Deutsch, New York. "We could be talking directly to Westin and Sheraton guests, or to the travel agencies.


"The challenge," Casey Howell said, "is basically to get more people to try Westin and Sheraton, and to get more guests to return."


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