Westin Hotels Stirs the Senses with New Multi-Million Global Ad Campaign; Experiential Campaign Brings To Life Westin's New Brand Positioning of Personal Renewal

Beginning today, millions of consumers will experience"This is How It Should Feel" - Westin Hotels & Resorts' newmulti-million Dollar experiential advertising campaign that brings tolife the brand's new positioning of personal renewal. In a departurefrom the genre, Westin's new global television, print and onlinecampaign is devoid of room shots, sunsets or fluffy beds. Instead, thecampaign communicates what guests will feel at a Westin -- a relaxing,personal and renewing experience. The new campaign is the first todebut after a yearlong revamp of Starwood's marketing and brandstrategy.

"We have worked hard to redefine our brands and develop innovativesignature services that communicate each brand's unique positioning,"said Steven J. Heyer, Chief Executive Officer for Starwood Hotels &Resorts Worldwide, Inc. (NYSE:HOT). "Westin's campaign is illustrativeof its new positioning centered on personal renewal, well being andrestoration of the mind, body and spirit. We are not just in thebusiness of selling beds or guestrooms, but rather experiences andmemories. In the months to come, our other brands will introduce newcreative executions that likewise tell their unique brand stories."

Created by Deutsch New York, the campaign debuts the new tagline"This is how it should feel" and includes four television spots, amulti-tiered print effort and an online component designed to enticeconsumers with innovative executions. The first print ad to debut is acalming, scented execution highlighting Westin's new signature WhiteTea scent, which will be introduced in hotels worldwide this spring aspart of the brand's Sensory Welcome program. The second magazine adhighlights relaxation and is simply a clear acetate page stating,"Clear your mind. Free your senses." One television spot entitled"Breathe" literally encourages viewers to take a moment to breath andrelax, while "Wake Up" demonstrates how it would be nicer to wake upto the sounds of birds chirping or waves breaking than to an alarmclock. The television spot "News" slowly replaces the jarring images,financial tickers and sounds of a business news show with calmingimagery and the "Mask" spot blocks out the confusion of the outsideworld and allows the viewer to see only through the onscreen coolsensation of a mud mask and cucumber slices.

The online advertising plays upon the Westin guest experienceusing interactive components and sensory elements that promoterelaxation and tranquility, including choosing from a speciallydeveloped soundtrack to play music based on your mood or dragging aninteractive rake across a Zen garden.

"Westin's new ad campaign marks a pivotal point for Starwood andits brands as we continue to move from a real estate focused companyto a world class lifestyle company," said Javier Benito, Starwood'sExecutive Vice President and Chief Marketing Officer. "This campaigntouches upon what a true Westin guest experience offers, not just acomfortable destination but rather an oasis from the stress of traveland everyday life."

"The campaign was designed to engage consumers in a very differentway," said Kathy Delaney, Chief Creative Director/President, DeutschNY. "To give them an 'experience' every time they came in contact withthe campaign. It was a conscious decision not to discuss specificamenities. But to allow people to 'feel' the brand through theindividual executions on a very visceral level."

The global marketing campaign breaks today on cable stations suchas CNN, Discovery Channel, Travel Channel, USA, TNT, TBS and Bravo,and in print titles including the New Yorker, Wired, Vanity Fair, RealSimple and Gourmet.

About Westin Hotels & Resorts

Westin Hotels & Resorts, with 121 hotels and resorts in 31countries and territories, is owned by Starwood Hotels & ResortsWorldwide, Inc. Starwood Hotels & Resorts Worldwide, Inc. is one ofthe leading hotel and leisure companies in the world withapproximately 850 properties in more than 95 countries and 145,000employees at its owned and managed properties. Starwood(R) Hotels is afully integrated owner, operator and franchisor of hotels and resortswith the following internationally renowned brands: St. Regis(R), TheLuxury Collection(R), Sheraton(R), Westin(R), Four Points(R) bySheraton, W(R), Le Meridien(R) and the recently announced Aloft(SM).Starwood Hotels also owns Starwood Vacation Ownership, Inc., one ofthe premier developers and operators of high quality vacation intervalownership resorts. For more information, please visitwww.starwoodhotels.com.

About Deutsch Inc.

Deutsch Inc. is a full-service integrated marketing andcommunications company. Part of the Interpublic Group of Companies(NYSE: IPG), Deutsch works with blue-chip clients including Johnson &Johnson, Chevrolet Motorsports and Major League Baseball, IKEA,Expedia, Novartis, T.G.I. Friday's, Old Navy and Starwood Hotels &Resorts. Deutsch offers clients an array of services includingadvertising, direct marketing (directDeutsch), Interactive (iDeutsch),media buying and planning (deutschMedia), design (designDeutsch),public relations, promotions, and events (Deutsch PR and Promotions)and branded entertainment offering Media Bridge Entertainment (MBE).