Sheraton launches US$20mn marketing campaign
04 February 2010
Sheraton Hotels & Resorts has invested US$20 million in a multi-media marketing campaign to showcase the results of an overhaul of the Sheraton brand.
Called Rediscover Sheraton, the campaign presents key elements of the US$6 billion brand revitalization including new lobbies, new guestrooms and a wired lobby lounge.
The creative vision for the campaign, which was developed inhouse, was led by the growing trend of travellers blending business and leisure, and the demand for socially driven designed spaces and amenities.
“What sets this campaign apart is the fully integrated, multi-platform approach and how the work uses non-traditional media to convey the new Sheraton experience,” said Phil McAveety, chief brand officer at Starwood. “Every brand touch-point of the campaign is strategically aligned across all executions including print, online, mobile, promotional and experiential event activities.”
Sheraton is in the process of a global, three-year overhaul of the Sheraton brand that includes new hotels, renovations and signature brand initiatives.
Included in these is the brand’s Link@Sheraton
initiative, developed with Microsoft, which underscores a key part of the enhanced guest experience which focuses on bringing people together.
Link@Sheraton takes the standard hotel business center — typically located away from common areas — and incorporates it into the lobby.