How Starwood and other hotels turn to videos and music to reach new guests
The independent Plus creative agency in New York produces videos for a wide range of consumer clients including Starwood Hotels.
The company crafted the video used to promote Starwood’s keyless mobile check-in via its SPG app in early 2014. The agency is also producing videos for Le Meridien’s Destination Unlocked campaign, which promotes the hotel group’s focus on art, music and creativity relative to each local destination.
For example, Le Meridien partnered with the band Nouvelle Vague to create music for the hotel lobbies and other programming. The band has traveled from Tampa to Kuala Lumpur to play concerts in the hotels and share their experiences in each of the destinations. Plus worked with Starwood and the band to produce videos of the band members traveling through the cities while engaging with local musicians. The end result is a series of gorgeous travel videos with individual Le Meridien hotels acting as central characters.
“Today it’s all about telling a story, because when people travel they want to have memories, they want to do things, they want to escape, and they want to have fun,” says Jeremy Hollister, founder of Plus. “So it’s about touching on those points, and how you can tell that kind of story to people through video to make them excited.”