Launching W Singapore – Sentosa Cove: Starwood Hotel’s digital strategy to drive bookings

• Main Authors: REDDY, Srinivas K., DULA, Christopher
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Hotel Management; Starwood; W Hotel; Travel and Leisure; Demographics; Asia Pacific; Budget Allocation; Feeder Markets; Marketing Strategy; Advertising Campaign; Tactics; Digital Advertising; Digital Media; Digital Marketing; Display Networks; Display Advertising; Targeted Advertising; Online Advertising; Social Media; Social Media Marketing; Social Media Advertising; Banner Ads; Click Through Rate; CTR; Impressions; Contextual Advertising; Web Banner; Search Engine Marketing; Cookies; Behavioural Advertising; Geotargeting; Search Engine Optimization; Sponsored Search; Email Advertising; Affiliate Marketing; Cost Per Click; CPC; Cost Per Impression; CPI; Measurability; Conversion Rate; Advertising and Promotion Management; Business Administration, Management, and Operations; Hospitality Administration and Management; Marketing; Tourism and Travel
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/82; https://cmp.smu.edu.sg/case/2381
• Institution: Singapore Management University

In March 2012, Janice Chan, the Senior Director of Digital Marketing and Distribution for Starwood Asia Pacific Hotels, is responsible for delivering a digital marketing campaign strategy to the Sales and Marketing team at the W Singapore – Sentosa Cove. The hotel, which is set to open in just six m...