STARWOOD HOTELS
Starwood Hotels & Resorts Worldwide (in September 2016, the company was acquired by Marriott International) was one of the leading hotel and leisure companies in the world with over 1000 properties in 100 countries spanning several internationally renowned brands: St. Regis, The Luxury Collection, Sheraton, Westin, Four Points by Sheraton, W, Le Méridien, Aloft and Element.
During Scott's 8+ years as Chief Creative Officer at Starwood Hotels & Resorts Worldwide, he helped define and strengthen national brands into global powerhouses. He developed worldwide creative standards, controlled creative output, and held the final responsibility for the quality of all of Starwood’s advertising/marketing creative products. In a centuries-old industry, he was part of an executive team that proved you can invent a new brand (W Hotels) through innovative experience design, and you can reinvigorate existing brands (Westin) through something as simple as branding a bed (the Westin Heavenly Bed).
WESTIN HOTELS & RESORTS
WESTIN HEAVENLY BED
When we launched the Heavenly Bed, an icon was born and inspired countless imitators and started the hotel-bed wars. Following both a $14 million TV, print and retail campaign, aided brand awareness increased 78% by 2003 and in 2004 Westin received the #1 Ranking for upscale hotel chain from J.D. Power and Associates in 2004 and a 30% increase in the number of Westin properties rated as AAA 4-Diamond. We followed the phenomenal success of the Heavenly Bed launch with the similarly branded, and marketed, innovations such as the Heavenly Bath, Heavenly Crib, Heavenly Dog Bed, and the Westin WORKOUT powered by Reebok. Here’s one of the commercials shot by Conrad Hall.
WESTIN HEAVENLY SHOWER
When we launched the Heavenly Bed, an icon was born and inspired countless imitators and started the hotel-bed wars. Following both a $14 million TV, print and retail campaign, aided brand awareness increased 78% by 2003 and in 2004 Westin received the #1 Ranking for upscale hotel chain from J.D. Power and Associates in 2004 and a 30% increase in the number of Westin properties rated as AAA 4-Diamond. We followed the phenomenal success of the Heavenly Bed launch with the similarly branded, and marketed, innovations such as the Heavenly Bath, Heavenly Crib, Heavenly Dog Bed, and the Westin WORKOUT powered by Reebok. Here’s one of the commercials shot by Conrad Hall.
WESTIN HEAVENLY DOG BED
WESTIN HEAVENLY CRIB
“Scott Williams is an extremely talented creative executive who applies a passion to endeavors that is contagious. Scott keeps more current with music and lifestyle trends than my teenagers.”
Barry S. Sternlicht, Chairman and CEO Starwood Capital Group
SHERATON HOTELS AND RESORTS
Belong
Developed in conjunction with Sheraton’s positioning around warm, comforting, connections, the $20 million global television campaign debuted its signature "Warm Welcome" experience in hotels, inviting consumers and guests to "belong." Directed by the award-winning international duo Jan Vogel and Rene Villar-Rios, the campaign featured people from around the world warmly greeting each other with hugs, kisses, toasts, hand-shakes and even high-fives. The spot is set to a new rendition of the Pat Benatar song "We Belong" and speaks to a core human truth - the need to belong. Likeability of the commercial was 60%, which is significantly above the DRI industry travel norm of 43%. After seeing the commercial, 42% of those surveyed said they would consider Sheraton for their next business trip, significantly above the 35% industry norm.
Sheraton Hotels
“Let’s Spend The Night Together”
This $10 million print and television advertising campaign featured a re-mix of the Rolling Stones' classic, "Let's Spend the Night Together." More than 150 bands vied to re-mix the Stone's classic and star in the commercials. Re-mixed with a lo-fi style by San Diego garage band Convoy and produced by Rob Schnapf who produced platinum projects for Moby, Foo Fighters, Beck and The Vines, the spots resonated with history but not so well with consumers. Oh well. They romp.
Sweet Sleeper Bed
Barry Sternlicht was obsessed with helping our guests get a good night's sleep. In 1999 he started the “bedding revolution” when he threw out all the old beds at Westin Hotels and introduced the now iconic Westin Heavenly Bed. In 2002 we tackled Starwood's most global and oldest brand, Sheraton, and developed a luxurious multi-layered custom designed bed that features an 11.5 inch thick Sealy Posturepedic Plush Top mattress. A $12 million print and television advertising campaign followed, designed to spotlight the brand's signature Sheraton Sweet Sleeper Bed. In both the print and broadcast ads, we prominently featured the Sheraton "S" crest, which has an unaided recall of 93% among travelers, almost 40 points more than Sheraton's competitors.
In a nod to Sheraton's classic aesthetic we shot this TV spot directed by Pucho, the acclaimed South American director, cut to the classic tune of "Twinkle, Twinkle Little Star."
The PR launch featured the “World’s Largest Pillow Fight” held in Wollman Rink at Central Park with over 650 Starwood and Sheraton associates in attendance.