Westin Transition PR Modules

Phase 1: Hotel Opening Announcement

There are certain PR opportunities that are available to owners/developers when a flip happens (both immediately and when you have advance notice). This module contains ideas and the steps you could follow to implement each.

Step 1

Execute transition deal

  • Starwood sends GM/DOSM or franchisee letter introducing “Open HOT PR Toolkit” (available online) and registration form to collect contact information.
  • Add GM/DOSM or franchisee into Starwood database so they can receive ongoing brand updates, participate in brand Webinars and/or training (as needed), etc.

Step 2

Draft hotel opening announcement release

  • Tasks:
    • Customize template release with official hotel name, location and address, quotes from brand and franchisee/DOSM/GM. Include details on implications of the hotel’s brand change (i.e. what renovations are planned, if any; where are we going with the brand; new amenities available; etc.)
    • Obtain Starwood’s approval. Refer to Starwood Press Material Approval Process document in the General Downloads section of this toolkit.
    • Distribute release to local, regional, business and trade media (Starwood to handle trade distribution). Refer to the Starwood Media Request Policy document in the General Downloads section of this toolkit.
    • Perform follow-up media pitching to local, regional, business and trade media (Starwood to handle trade pitching).
    • Monitor for coverage and compile results in a media tracker and clip book
  • Responsibility:
    • GM/DOSM or franchisee
  • Other tips/instructions:
  • Downloads:

Step 3

Brand immersion for GM/DOSM or franchisee

  • Tasks:
    • Review brand video and Brand Standards Guide with GM/DOSM or franchisee. This latter document can be found in the General Downloads section of this toolkit.
    • Encourage GM/DOSM or franchisee to review electronic brand updates, participate in brand Webinars and/or training (as needed), etc.
    • Optional: Each brand to host additional immersion training sessions, if desired
  • Timing:
    • As soon as possible following transition
  • Responsibility:
    • Starwood corporate
  • Downloads:

Step 4

Draft/distribute press materials on general hotel news

  • Tasks:
    • Develop local, business and trade media lists (Starwood Corporate PR to assist with trade media lists).
    • In addition to the general hotel announcement release, below are some PR opportunities to consider. Pick the ones relevant to your property and plot them onto a timeline. Then, draft/distribute/pitch to local, regional, business and trade media (where applicable.) Please note: some may be more applicable to the properties that receive more advanced notice of the flip/transition.
      • Hotel sign installation photo opportunity
      • Personnel announcement release on appointment of GM and Director of Sales/Marketing (DOSM)
      • Grand opening event calendar listings, if hosting grand opening event
      • Hotel fact sheet
      • Renovations announcement release (more detailed description of the upgrades being made, if applicable)
      • Hotel sign installation photo opportunity (when it occurs)
      • Personnel announcement release on appointment of GM and Director of Sales/Marketing (when it occurs)
      • Other key personnel announcements release
      • Hotel fact sheet (once hotel is officially open)
      • Renovated rooms photo opportunity
      • Group meetings and banquets release (if applicable)
      • Leisure/weekend traveler packages release (if applicable)
      • Restaurant/bar press release (if applicable)
      • Featured amenities release (i.e. spa) (if applicable)
      • Grand opening event calendar listings (if applicable)

    Note: Refer to the following documents in the General Downloads section of this toolkit: Starwood Press Material Approval Process, Electronic Standards for Distributing Press Materials and Starwood Media Request Policy.

  • Responsibility:
    • GM/DOSM or franchisee
  • Other tips/instructions:
  • Downloads:

Step 5

Pitch unique story ideas (applicable only to properties where flip will take several weeks or months to complete)

Step 6

Host press visits (applicable only to properties where flip will take several weeks or months to complete)

  • Tasks:
    • Develop a press property tour strategy (pre-opening and post-opening of renovated property/rooms.) Obtain feeder market list from DOSM for ideas. Pitch/invite media. Coordinate logistics and implement property tours per outlined schedule
    • Conduct media briefings with key editors in the market to educate them on the property.
  • Responsibility:
    • GM/DOSM or franchisee
  • Other tips/instructions:

Phase 2: Grand Opening Event

This module outlines the communications steps to follow to plan a successfully grand opening event (if applicable to the transitioned property).

Step 1

Develop groundbreaking event concept

  • Tasks:
    • Develop grand opening event concept; note any brand specifications for grand openings. Review step 3 and read the event checklist and event agenda. All event concepts need brand/Starwood corporate PR approval.
    • Coordinate with Starwood brand representative to identify who will attend the event from Starwood corporate.
    • Send save-the-date to Starwood corporate staff attending and corporate PR.
    • Outline details: date, time, location, budget.
    • Determine if you need outside assistance from a PR firm.
  • Timing:
    • 3-4 months prior to desired date of event
  • Responsibility:
    • GM/DOSM or franchisee
  • Downloads:

Step 2

Coordinate media relations for grand opening event

  • Tasks:
    • Draft/obtain approval/distribute/pitch the following to appropriate media:
      • Grand opening event calendar listing
      • Grand opening event media alert
      • Grand opening event release
      • Post-grand opening event photo release and cutline
    • Monitor for coverage and compile results in a media tracker and clip book

Refer to the following documents in the General Downloads section of this toolkit: Starwood Press Material Approval Process, Starwood Media Request Policy and Electronic Standards for Distributing Press Materials.

  • Responsibility:
    • GM/DOSM, franchisee or retained PR firm
  • Other tips/instructions:
  • Downloads:

    • Step 3

    Coordinate grand opening event details

    Step 4

    Coordinate grand opening, pre-event set-up

    • Tasks:
      • Install any event furniture, A/V equipment, staging, lighting, etc.
      • Set up catering, premiums and collateral; hang signage.
      • Host dry run of event.
    • Responsibility:
      • GM/DOSM, franchisee or retained PR firm
    • Other tips/instructions:

    Step 5

    Host grand opening event

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