Making the term “No Blackout Dates” sexy.

We were part of the team that designed the branding and communications for the launch of the Starwood Preferred Guest program, one of the first hotel companies to consolidate multiple brands under one loyalty program. Communications included online and print acquisition, tiered credentials, web pages and collateral that supported all properties worldwide. Messaging focused on one differentiating benefit: No Blackout Dates for hotel awards, which was revolutionary at the time. Other creative strategy associated with the design of SPG included gorgeous color photography of all hotels featured in communications to highlight premium properties as aspirational award destinations. This combination added consistency and familiarity to the branding and allowed SPG to demonstrate the comprehensiveness of its hotel and resort portfolio. A variety of production techniques in collateral communications included special papers, embossing, metallic inks and streamlined fulfillment assembly. 

Branding • Creative • Fulfillment • Targeted Promotions