The new generation of Chinese traveller prefers to travel with the comforts of Chinese culture - language, cuisine, and favourite activities like shopping. We therefore branded Starwood Hotels (and affiliated businesses) with the “Made for China” seal of approval that signifies the highest levels of attention to Chinese needs. To drive awareness of the Starwood initiative (including its new Chinese-friendly booking system), a glossy, celebrity-driven web series showcases the in-hotel experience of Starwood properties around the globe. A compelling social media blitz included a casting call, in-character and actor microblogging and cliffhanger treasure hunts on the campaign site.

Starwood originally approached us with a brief to publicise their new booking engine, which would accept double byte characters. We reframed the challenge for them, resulting in the “Made for China” campaign, with which they are delighted about.