Sheraton Hotels & Resorts has launched a US $20 million multi-media marketing campaign to highlight the brand’s $6 billion revitalisation effort.
The company is completing a three-year, multi-billion global brand overhaul that encompasses more than $4 billion in new hotels, renovations and signature brand initiatives in North America and another $2 billion in new hotels overseas.
However, the multi-media marketing campaign is set to focus on a range of platforms.
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“The focus on non-traditional media marks an exciting new direction for Sheraton,” said Starwood chief brand officer Phil McAveety.
“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. Every brand touch-point of the campaign is strategically aligned, across all executions including print, online, mobile, promotional and experiential event activities.”
The Rediscover Sheraton campaign showcases key elements of the enhancement, including 300 new lobbies, 70,000 new guestrooms, 100,000 new beds and the brand’s unique wired lobby lounge called the ’Link@SheratonSM experienced with Microsoft’.
According to a Starwood statement, a key insight that directed the creative vision for the campaign was the “growing trend of travellers seamlessly blending business and leisure - also known as bleisure” and the demand for socially driven designed spaces and amenities.
Highlights include:
70,000 new or newly renovated guestrooms - 50,000 in North America
More than 300 new lobbies featuring the Link@SheratonSM experienced with Microsoft®.
More than 100,000 brand new Sheraton Sweet Sleeper all-white, high thread count beds in 211 hotels and 83,000 guestrooms worldwide
98 renovated properties, nearly half of Sheraton’s North American portfolio.
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