Starwood and Microsoft pioneer new service for UK push

Starwood Hotels & Resorts is promoting its Westin brand to the UK market via a deal with Microsoft Advertising which it claims is a travel industry first.

The campaign will promote the idea of “wellbeing while you travel”. It is appearing on MSN.co.uk’s life and style  channel as well as the travel section home-page, the first time that a travel brand has tried a “duo takeover” approach.

The creative is based around superfoods which are a key part of Westin’s food and beverage offer at the hotels.

The placement of the banners and skin on the lifestyle pages will engage MSN users interested in health, complementing its appearance on the travel page.

It is hoped that this dual approach will appeal to its target audience of health-conscious travellers.

There are more than 150 Westin-branded hotels and resorts within Starwood’s portfolio.

The parent company describes Westin as “Inspiring yet never overwhelming, Westin Hotels & Resorts are designed to engage the senses in a soothing atmosphere.”

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