objective

• To build awareness for the Four Points by Sheraton hotel brand and drive weekend leisure business.
• To attract the female business traveler to Four Points by Sheraton.

action

• Analyzed marketplace and secured marketing alliance with “My Big Fat Greek Wedding,” the largest female-targeted video release of 2003.
• Crafted 12 week Valentine’s Day promotion that included:
  • Free “My Big Fat Greek Wedding” DVD upon check-in.
  • Special offer certificate (SPG 50% off rate) in 10 million DVDs and Videos
  • Prize provider for AOL / My Big Fat Greek Wedding Sweepstakes
  • Received over $5million worth of exposure in TV and Print media

results

• Significant spike in sales and bookings during promotional period of February - April 2003 (compared to same period last year).

“This is the best thing to happen to our Four Points brand since its inception… This Is the first promotion with 100% franchise participation…”   Hoyt Harper, Senior Vice President Starwood Hotels and Resorts

National Ad in USA Today

Front Desk Panel

Travel Agent Magazine Cover Wrap

DVD In-pack Certificate