Starwood Hotels breaks multibrand campaign

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Starwood Hotels & Resorts Worldwide on May 25 launches its first-ever multibrand ad campaign. The $9 million effort features discount offers at the Sheraton, Westin and Four Points chains. Hoping for more share of voice, the company opted to combine the summer ad and promotional budgets of its three largest brands in the push from DDB Worldwide, New York. Ads start in The New York Times, USA Today and The Wall Street Journal, and then move to Canadian newspapers, Entertainment Weekly and People. Radio will run in 15 markets in the U.S. and Canada, with outdoor set for New York, Washington and Chicago.

Copyright May 2000, Crain Communications Inc.

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