Starwood at the US Open
Serving Up Loyalty, Luxury, Surprise & Delight At America’s Tennis Championships
Brand Design, Experiential Strategy, Hospitality
To showcase its “More Luxury. More Destinations.” promise, Starwood Hotels transformed the 2013 US Open into a playground of unforgettable moments for its Starwood Preferred Guest (SPG) rewards members and prospects alike.
The activation centered around “Take a Spin with SPG”—a two-tiered experience designed to engage fans at every level. On the boardwalk, branded pedicabs offered free rides and exclusive giveaways. Inside, an interactive booth let guests spin a virtual globe to discover Starwood destinations, win instant Free Night Awards, and enter for a grand-prize luxury getaway.
Loyalty came to life through targeted “Surprise and Delight” efforts—Gold and Platinum members received spontaneous upgrades, designer gifts, and even courtside seats. Meanwhile, over 330 members redeemed SPG Moments for access to exclusive experiences: luxury suite seating, meet-and-greets with tennis legends, and even a private clinic with Andy Roddick.
Starwood also leveraged social buzz, encouraging guests to post with #spglife, which was amplified through digital displays and live content feeds at the event.
The results were aces across the board:
• 23,000+ engaged on-site
• 7,000+ “Take a Spin” participants
• 6,000+ premiums gifted
• 15M+ Starpoints redeemed
• 314M+ media impressions
By blending aspirational travel with real-time member appreciation, Starwood served a Grand Slam of loyalty-driven experiential marketing.
