One of the longest running online display ad campaigns is for W Hotels a brand extension of Starwood. The campaign has been going on for the past three years a mammoth amount of time in the online advertising world. With just a few clicks you can see their banner ad placements everywhere from Yahoo Fantasy Sports to the New York Times online edition. The primary audience is the niche consumer and trying to understand a user group of that size and magnitude isn't that simple. The people that stay at W Hotels see themselves as hip, stylish and cool - isn't that just about everyone? So instead of a targeted direction, Starwood went for endurance and has definitely established the brand. So much so that other companies like Marriott are taking notice.
Playing catch-up
Robin Uler, Marriott's senior vice-president for Marketing says - we are behind And now, after watching the rise of Starwood's W hotels, Marriott is deciding whether to launch his own "designer" chain.
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