Starwood Hotels & Resorts has retained marketing consultancy Davie Brown Entertainment to lead all entertainment initiatives within film, television and industry influence outreach for its Westin Hotels & Resorts brand.

Under the deal, the agency is charged with integrating the Westin experience into industry events, film and TV, celebrity and influencer seeding and providing strategy counsel within the entertainment landscape. Davie Brown Entertainment will also help build the brand’s Heavenly collection of bed, bath and home products, the agency said.

“The realm of entertainment is a natural focus for Westin Hotels & resorts as we continue to grow our lifestyle brand,” Nancy London, vice president, marketing and guest experience for Westin Hotels & Resorts, said in a statement.

The agency will manage the relationship out of its Los Angeles and New York offices.