Sheraton Hotels & Resorts has launched a US$100 million multi-channel marketing campaign, which includes its first comprehensive advertising effort since 2011 and marks the brand’s return to television after about a decade.
“Where Actions Speak Louder” is slated to run through 2017 and is designed to promote upgrades to the Sheraton guest experience, including new products and partnerships, a renewed focus on service, and an elevated look, feel and design for the brand. Commercials can be viewed at Sheraton’s YouTube channel.
“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 at 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.”