SPG WEEKEND CHANNEL
Starwood Hotels & Resorts
Campaign / Design / Animation / Video / Web Development
After multiple campaigns for Starwood focused on engaging the business market, weekend travel for the brands in the luxury hotel and resort family needed some extra focus. And without hesitation, the Ruxly team set out to transform the perfunctory “end of the week” into the exciting “beginning of your next adventure” for Starwood Preferred Guest®, the award-winning program offering extraordinary experiences, rewards and recognition for members.
We established the first-and-only digital publication dedicated to the beauty and limitless possibilities of the weekend, highlighting what can be possible from those magical 48 hours between workdays. The original content we developed—articles, videos, infographics, photo essays and city guides — inspired visitors to rely on the site as a primary resource for travel ideas. Guiding navigation toward specific interests, the site curates enough recommended picks to make even a first time city visitor a local.
Travelers responded in the form of 10,000 incremental bookings, generating more than $4 million in revenue at SPG properties from 1.8 million unique visitors within the first measured period.
Since the platform launched in 2015, it has grown to include many of Starwood’s entities; in fact, it’s so popular among travelers, SPG expanded access internally, leading to projects for LGBT, Canada Day and other initiatives, while Ruxly continues to deliver creative direction, leadership, and fresh feature content.
In extending to other Weekend Channel contributors, we’ve also had the privilege of cultivating thumb-stopping content for many of the Starwood teams; from properties, destinations, regions, and hotel brands - to international stakeholders.
“Nearly 30 percent of Americans report working during the weekends,” said Lori Strasberg, Vice President Field Marketing for Starwood Hotels & Resorts. “It’s time to take back the weekend, and the SPG Weekend Channel inspires our members by providing everything they need to build their ultimate weekend.”