Dive Brief:
- Starwood Hotel & Resorts is launching a $30 million ad campaign with LinkedIn and other digital avenues to help move it's loyalty program —Starwood Preferred Guest — into the B2B realm.
- The B2B version SPG Pro launches today with the first LinkedIn ad designed to attract business professionals.
- Starwood is also running spots on Facebook and increasing activity on YouTube and Twitter.
Dive Insight:
The transition from B2C to B2B clientele can be a tricky one, so Starwood will have to cater to B2B priorities in its ad campaign. Teaming up with LinkedIn offers a solid foundation to start, as the social platform has a good amount of crossover between the two audiences.
