|Four Points by Sheraton is a budget alternative hotel chain. This is the pool at its Palmas del Mar Resort facility in Puerto Rico.
BBDO and Deutsch
Starwood officials did not return a call for comment. But one hotel executive said that Chief Marketing Officer Javier Benito, in a speech to attendees at last week's company conference in San Diego, thanked ad agencies Deutsch -- which handles the Sheraton and Westin brands -- and BBDO, which did not have any affiliation with Starwood until landing this project.
Four Points has been previously handled in-house by Starwood.
Starwood spends about $2 million a year to advertise the budget alternative chain, according to TNS Media Intelligence, and most of the spending is concentrated on magazines and national newspapers.
Third-largest hotel chain
Overall, the world's third-largest hotel chain spends about $40 million annually on measured media.
Details of the project are unknown.
The assignment is consistent with BBDO’s recent approach of taking on more projects in the hopes it leads to larger work. Last year, BBDO was successful in turning project work for E-Trade into an agency-of-record relationship.