Sheraton launches US$20m ad campaign to back global rebranding

WHITE PLAINS, NEW YORK Sheraton Hotels & Resorts is launching a US$20 million advertising campaign that highlights the brand’s recently-completed three-year, multibillion-dollar rebranding effort.

Starwood Hotels & Resorts Worldwide spent the last few years renovating and rebuilding the iconic Sheraton brand, and it is already gaining market share, RevPAR continues to rise and guest satisfaction scores are highest in the brand’s history.

The new “Meet You There” ad campaign uses playful taglines and imagery to showcase key elements of the recent makeover, including Link@Sheraton Experienced with Microsoft, Sheraton Fitness Programmed by Core Performance and enhanced club lounges.

The creative vision for the campaign is driven by growing demand from travelers for socially designed spaces and amenities. The “Meet You There” tagline acts as an invitation to experience key brand elements through clever headlines and energetic images of people gathering in different settings. “Wi-Fi, Mai-Tai, Say Hi” shows guests coming together, seamlessly blending business and leisure. Whereas “Body for Business” reflects the importance of health and fitness while on the road and “How to Hotel” highlights how road warriors seek the benefits of club lounges.

One of the highlights of the new campaign is the use of out-of-home, motion-activated digital touch-screens that allow consumers to experience the brand’s signature offerings digitally. Travelers that pass the out-of-home executions will be prompted to engage with the digital billboard, as the screen will react to their specific movements and, with just one touch, they are invited to experience the new Sheraton.

“As part of Sheraton’s successful brand overhaul and the introduction of ‘Meet You There,’ every aspect of this new advertisement campaign is designed to promote social interaction and bring people together,” says Hoyt Harper, global brand leader for Sheraton. “We are thrilled to introduce Sheraton’s new voice through these clever ads that blur the boundaries between business and leisure travel.”

The brand worked with Razorfish and Kaplan Thaler Group to develop the campaign, which is currently running in newspapers and will appear in magazines and online by July. Traditional and digital out-of-home advertisements will be seen in airports throughout the United States. The campaign will also feature mobile rich-media ads as well as custom partnerships with Xbox and CBS Sports.