Starwood Passport Promotion, co-ordinated by DM agency the Hyper Hyper Company, has been tailored to build awareness as well as loyalty for all the brands the hotel company operates in the Greater China region, which include Le Meridien, Sheraton, St Regis and The Westin.
James Ramage, Starwood's area director of sales and marketing for Greater China, said the company anticipated a surge in the number of international meetings held in China. "We see China as a key growth area," he said.
Starwood has teamed up with credit card Diners Club International and Haymarket's regional conferences and events title CEI to promote the offer, building up a 20,000 strong database across Asia-Pacific for a DM mailer scheduled to be sent out later this month.
Recipients will be encouraged to log onto a campaign microsite where they can register for the programme, offering them a year's subscription to CEI and entry into a draw for US$10,000, doubling to $20,000 if they sign up with Diners Club.
