Global ad campaign opens for Sheraton hotels

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Starwood Hotels & Resorts Worldwide launches Nov. 4 a $30 million global campaign for its Sheraton brand with ads in USA Today, The Wall Street Journal, The New York Times and Chicago Tribune. The campaign from DDB Worldwide, New York, features the tagline "Who's taking care of you?'' The campaign, aimed at business travelers, features children in lead roles. "Please press our mom's suit. She had to fly coach,'' one child says in a print ad. The effort rolls out in the U.S. and Canada this week and goes international in January. An accompanying TV effort with a "Dear Mr. Sheraton'' theme will hit the air in the U.S. and Canada next year. Keith Ferrazi, Starwood's chief marketing officer, said in a statement that the Starwood preferred Guest Program "will be a pillar of our strategy.'' Ads also will appear in major regional newspapers such as the Dallas Morning News and Seattle Post-Intelligencer. Magazine ads will run in Business Week, Money, Sports Illustrated, Time and Worth. Airport shuttle bus advertising and ads in airports in Atlanta, Chicago, Dallas, Denver, Miami, Montreal, New York, Phoenix, Toronto and Vancouver will be used, as well on Internet sites such as expedia.com and travelocity.com will

Copyright November 1999, Crain Communications Inc.

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