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Scheme and scent, internet and interaction

The newly devised profiles for Starwood brands

9.6.2006

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Stylish - from quirky distractions to kinky underwear

9.6.2006

New York . Next to the nuts in the mini bar there's silk underwear, the bed is guarded by a teddy bear, the television is with XXL flat screen and the PC with internet goes almost without saying. Everything is adorned by the "W" logo and is tailored to the lifestyle of the W guests. A special living experience on New York's Times Square - perfectly styled from A to Z. A superlative of "corporate identity".

How lifestyle seizes investors

9.6.2006

The Starwood-Executives: Eva Ziegler, Senior Vice President Le Méridien; Kerry Hatch, President St. Regis and The Luxury Collection; Ross Klein, President W and aloft; Steve Heyer, CEO; Javier Benito, Chief Marketing Officer; Sue Brush, Senior Vice President Westin; Chaed Waetzig, Senior Vice President Sheraton Marketing; Hoyt Harper, Senior Vice President Four Points.

New York. Starwood invited the "who is who" of international media from China to Dubai, Europe and South America to New York in order to introduce its new brand strategy in an eight-hour video and talk show. "We re-invent our space in the industry," said Starwood's CEO Steve Heyer. The small giant among the "global players" announced its future philosophy: away from the price and bed war to emotional brand profiles tempting senses. In future, lifestyle thinking determines business. The formula is: Starwood = lifestyle = higher revenues = higher RevPar = higher yields = excited investors = faster expansion.