With nearly 62 million couples taking a romantic vacation in 2005, Starwood wanted to create a "novel romance initiative" that would generate consumer media attention promoting its Caribbean resorts - Martineau Bay Resort & Spa, The Westin and Sheraton Grand Bahama Island Our Lucaya Resort, and The Westin St. John Resort & Villas (WSJ) - to couples, while also establishing Starwood as a "trendsetter in tune with modern life."
Starwood tapped Quinn & Co., which helped develop the "Procreation Vacation."
Strategy
The team ...