W Hotel Digital Strategy

Increasing brand awareness and new target markets

Brooke Rycerz

• Apart of Starwood Hotels and Resorts

• Founded in December 1998 in New York City

• Keeps this style throughout all hotels

• Located in Major cities• Fashion, music and

luxury • Worldwide , each design

inspired by location

About

Target Audience • Primary men and

women early 20’s to mid 30’s

• Socially active in music, fashion and nightlife.

Goals• Creating new target markets• Increase awareness and loyalty

Measurement

• Mobile• App

downloads and activity

• SEM• Impressions

and clicks

• Social• Likes and shares

Big idea

• Using social media, mobile, print and internet marketing to reach the target market, and hopefully new ones.

Budget

• 10% of annual revenue

• 44,000 each month

• Separate amount to social media, blog, mobile and other expenses

Mobile• Live newsfeed

for fashion, deals, music and events

• QR codes easily accessible

Social media

Facebook , Twitter and Instagram

Internet

• Keywords• Promotions through travel

websites