In the latest iteration to reinvigorate the Sheraton Hotels & Resorts brand, Marriott International on Monday launched the Go Beyond platform, which coincides with Sheraton’s 80th anniversary. The multi-faceted campaign includes new marketing creative and global associate rallies.
“Go Beyond celebrates the past 80 years and is a recommitment for the next 80,” says Brian McGuinness, senior vice president and global brand leader, Marriott Hotels, Sheraton Hotels and Delta Hotels. “The campaign highlights our commitment to providing exceptional service to our guests, great culture for our associates and return for our owners. Along with product transformation, we are also kicking off a multi-channel global advertising campaign, new associate training, new apparel and amenities program and partnership activations.”
The Go Beyond campaign showcases actual Sheraton associates interacting with guests. In one such execution, a Sheraton associate dives to the bottom of the hotel pool to retrieve a child’s stuffed bunny. In another, an associate is seen in a fantasized version of parachuting into the middle of a desert to bring ice-cold water to parched patrons.
Marriott’s most global brand, spanning 450 hotels across 75 countries partnered with Venables Bell & Partners to create the campaign.
The 100,000-plus Sheraton associates will go through training programs, while individual hotels will also undergo transformations from room designs to modern touch points that carry through check-in to check-out, a more focused food and beverage program and new, infused energy at Sheraton Clubs.
Sheraton will use its partnership with Major League Baseball to spread the Go Beyond message. On May 2, Sheraton will unveil a series of videos featuring Major League Baseball players who will speak to how people have gone beyond for them and the impact they had on their lives.