Sheraton Realigns with $100 Million Marketing Push

Sheraton Actions Speak Louder Campaign

The hotel chain is sprucing up its identity and offerings in line with its Sheraton 2020 plan which includes amping up the brand experience

Sheraton Hotels & Resorts has kick-started multi-channel marketing campaign worth $100 million (£64.9 million), its first comprehensive advertising effort since 2011 and marks the brand’s return to TV for the first time in nearly a decade. Slated to run through 2017, the fully-integrated effort is themed ‘Where Actions Speak Louder’. The said push is designed to communication ongoing enhancements to the Sheraton guest experience

Key transformations are set to encompass an elevated look, feel, and design for the flagship brand of Starwood Hotels and Resorts Worldwide as well as new products, partnerships, and a renewed focus on service. The campaign on an interim basis is part of Sheraton 2020, a comprehensive plan to solidify the marque as a global hotel brand of choice. As Starwood’s largest, most international, and fastest growing high-end extension, Sheraton is a key priority for the company.

“We are at the beginning of a five-year journey to change both the reality and perception of the Sheraton brand, and we have already made important improvements that guests will increasingly notice when they arrive at our doors. With this sophisticated campaign, we intend to turn heads and give consumers a compelling reason to take another look at Sheraton, while keeping this iconic brand on the pedestal it so richly deserves,” said Adam Aron, CEO of Starwood Hotels & Resorts.

The advertising drive has debuted with an initial print advertisement in the Wall Street Journal with the first execution serving as a manifesto to firmly position the overall initiative as a new stake in the ground for the Sheraton brand as pledge to associates and consumers. Six additional placements will follow and are scheduled to appear in The New York Times, Fortune, Forbes, Forbes Life, Sydney Morning Herald, and Shanghai Morning Post.

Other global outlets and B2B titles include Travel Weekly, Meetings & Convention, Successful Meetings, and Business Travel News. Shot by acclaimed photographer Mark Seliger at the Sheraton Chicago Hotel & Towers, the ads feature images of guests and associates, highlighting signature aspects of the guest experience such as the Sheraton Club, ‘Paired’ food and beverage programme, premium sleep, updated meeting offerings, and the new Sheraton Grand premier tier of hotels.

Starting 21 September 2015, the Sheraton scheduled TV spot will air on national networks and global cable channels to include ABC, ESPN, CNBC, and CNN International. Director David Edwards will bring cinematic treatment to the 30-second commercial shot at the famed Sheraton on the Park in Sydney, Australia. The spot captures the allure of exceptional city centre hotels as well as the choreography of service behind the scenes.

The push also features the digital element with video and banner ads rolling out on sites like YouTube, AOL, and Facebook, as well as a 60-second cut of the commercial that will air on rotation in more than 150,000 Sheraton guestrooms globally. Marcel New York, A Publicis Groupe agency, was selected by Starwood to lead creative responsibilities, while PGR and Razorfish managed the media planning and buying in North America.

Since the announcement of Sheraton 2020 on 1 June 2015, the group has also launched a series of traveller promotions, the brand’s new visual identity, and re-designed Sheraton’s official web- and mobile. The plan’s five-year vision promises continuous innovation, the implementation of revenue and profit-driving initiatives to benefit owners and developers, and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.