Launching W Singapore – Sentosa Cove: Starwood Hotel’s digital strategy to drive bookings

Publication Type


Year Completed



In March 2012, Janice Chan, the Senior Director of Digital Marketing and Distribution for Starwood Asia Pacific Hotels, is responsible for delivering a digital marketing campaign strategy to the Sales and Marketing team at the W Singapore – Sentosa Cove. The hotel, which is set to open in just six months, needs a solid online advertising campaign that is sure to bring in 15-20% of the hotel’s booked room nights from the first month. Chan and her team have a limited budget of US$44,000 for the campaign. She recognises that a proper budget allocation across different ad platforms, as well as selecting the right feeder markets into Singapore, will be critical to success. It will take some creativity, but Chan is confident that her team will recommend a winning strategy that is sure to fill rooms when the W opens in September 2012.


Hotel Management, Starwood, W Hotel, Travel and Leisure, Demographics, Asia Pacific, Budget Allocation, Feeder Markets, Marketing Strategy, Advertising Campaign, Tactics, Digital Advertising, Digital Media, Digital Marketing, Display Networks, Display Advertising, Targeted Advertising, Online Advertising, Social Media, Social Media Marketing, Social Media Advertising, Banner Ads, Click Through Rate, CTR, Impressions, Contextual Advertising, Web Banner, Search Engine Marketing, Cookies, Behavioural Advertising, Geotargeting, Search Engine Optimization, Sponsored Search, Email Advertising, Affiliate Marketing, Cost Per Click, CPC, Cost Per Impression, CPI, Measurability, Conversion Rate


Advertising and Promotion Management | Business Administration, Management, and Operations | Hospitality Administration and Management | Marketing | Tourism and Travel

Research Areas


Data Source

Field Research



Geographic Coverage

Singapore and Asia Pacific

Temporal Coverage


Education Level

Executive Education; Postgraduate; Undergraduate


Singapore Management University

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