STARWOOD PREFERRED GUEST TV

Content Strategy and Storytelling

Starwood Preferred Guest (SPG) is Starwood’s award-winning loyalty program offering a rich portfolio of features and benefits across Starwoods 10 brands.

Their in-room channel SPGTV was suffering from low attention and ineffective messaging. We were engaged to help develop a global content strategy, creative and production approach that would help build brand equity for SPG through the in-room channel, and position the content for multi-channel distribution.

We remodeled the content formats to be more engaging and effective focusing on different types of stories around guests, destinations, brands, events and promotions. The result was an increase in messaging opportunities and richer storytelling.

Watched by over 500,000 guests across 10 brands worldwide, we refresh the channel with 50 minutes of new content twice a year.

CASE STORY

CORE MESSAGING

PROMOS FEATURES & BENEFITS

EDITORIAL CONTENT

BRAND IMAGE & CAMPAIGNS

USER-GENERATED STORIES

MEMBER STORIES

SPG Mobile Check In Stuart Weitzman