As part of its ongoing effort and current priority to reinvigorate its flagship brand Starwood Hotels & Resorts Worldwide on Wednesday launched a US$100 million multi-channel marketing campaign for Sheraton Hotels & Resorts, which includes the brand’s first comprehensive advertising effort since 2011 and marks its return to TV for the first time in nearly a decade.
Titled “Where Actions Speak Louder,” the new campaign, which is slated to run through 2017, is designed to communicate ongoing enhancements to the Sheraton guest experience, including new products and partnerships, a renewed focus on service, and an elevated look, feel and design for the flagship brand of Starwood Hotels & Resorts Worldwide.
“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 Starwood’s interim CEO Adam Aron. “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.”
The campaign broke Wednesday with an initial print advertisement in the Wall Street Journal. The first execution serves as a manifesto, firmly positioning “Where Actions Speak Louder” as a new stake in the ground for the Sheraton brand. Six additional executions will follow with placements in The New York Times, Fortune, Forbes, Forbes Life, Sydney Morning Herald and Shanghai Morning Post, among other global outlets and B2B titles, including Travel Weekly, Meetings & Convention, Successful Meetings and Business Travel News. The campaign features images of both guests and associates, and highlights signature aspects of the Sheraton guest experience, such as a premium sleep experience, the new Paired food and beverage program, updated meetings offerings, Sheraton Club and the new Sheraton Grand premier tier of hotels.
Starting September 21, the first TV spot will begin airing on national networks and global cable channels, including ABC, ESPN, CNBC and CNN International. Director David Edwards will bring cinematic treatment to the 30-second commercial, which was shot at the famed Sheraton on the Park in Sydney, Australia. With a spotlight on the design of the hotel’s “front of the house,” as well as the energy and comradery in the “heart of house,” the commercial follows a Sheraton associate doing the little things that can make a difference.
The campaign will also feature digital creative, including video and banner ads, on sites like YouTube, AOL and Facebook, as well as a 60-second cut of the commercial that will air on rotation in more than 150,000 Sheraton guestrooms globally.
Marcel New York, A Publicis Groupe agency, was selected by Starwood to lead creative responsibilities, while PGR and Razorfish managed the media planning and buying in North America.
As a result of the Sheraton 2020 plan, Starwood hopes to open more than 150 new Sheraton hotels worldwide by 2020.