Sheraton Announces New Ad Campaign
Sheraton Hotels & Resorts launched a new multi-million dollar ad campaign today as part of its $100 million multi-channel marketing campaign under the Sheraton 2020 transformation plan.
The new campaign, “Where Actions Speak Louder,” introduces new products and partnerships, a renewed focus on service and a refreshed look for the flagship brand of Starwood Hotels & Resorts, according to a release.
One part of the campaign includes a string of print ads featuring images of guests and associates, as well as signature Sheraton guest experiences, courtesy of acclaimed photographer Mark Seliger (shot at the Sheraton Chicago Hotel & Towers). The print ads appear first today in the Wall Street Journal, and then in the New York Times, Fortune, Forbes, Forbes Life, the Sydney Morning Herald and the Shanghai Morning Post, in addition to other global outlets and B2B titles. The ads are designed as a “rallying cry for Sheraton associates and a pledge to consumers,” according to the official release.
“Where Actions Speak Louder” will also feature Sheraton’s first TV spot in nearly 10 years. The 30-second spot, which will appear on ABC, ESPN, CNBC and CNN International, highlights top city center hotels, while giving a behind-the-scenes peek, whether that’s helping a woman zip up the last bit of her dress or advising a male guest what tie to wear for a gala event (shot at Sheraton on the Park in Sydney, Australia).
The new campaign will also include video and banner ads on sites such as YouTube, AOL and Facebook, as well as a 60-second cut of a commercial that will air in more than 150,000 Sheraton guestrooms around the world.
"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," said Adam Aron, CEO of Starwood Hotels & Resorts on an interim basis. "With this sophisticated new advertising 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."
Since announcing the Sheraton 2020 plan on June 1, Sheraton has introduced a new innovative lobby menu called Paired, announced the richest SPG loyalty program promotion in the brand’s history, developed a new promotion for travel professionals, re-designed Sheraton.com’s web and mobile sites, and introduced a new premier tier called Sheraton Grand. Sheraton aims to continue its commitment to innovation, service and profitable initiatives, with a goal of unveiling 150 new Sheraton hotels by 2020.
"We are proud that in just three months since first announcing our ambitious Sheraton 2020 transformation plan, we have already implemented many initiatives at our Sheraton hotels around the world," said Dave Marr, global brand leader of Sheraton Hotels & Resorts. "'Where Actions Speak Louder' is a simple yet powerful platform to communicate all that we are doing to elevate the guest experience at Sheraton, while celebrating the romance of hotels and putting a spotlight on our passionate associates who deliver great service every day."
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