Sheraton Hotels in spotlight with new $100m marketing campaign
Sheraton Hotels & Resorts today launched a $100 million multi-channel marketing campaign, which includes its first comprehensive advertising effort since 2011 and marks the brand’s 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 boldly communicate ongoing enhancements to the Sheraton guest experience.
According to Adam Aron, chief executive officer of Starwood Hotels & Resorts on an interim basis, “Where Actions Speak Louder” is part of Sheraton 2020, a comprehensive plan to solidify Sheraton as a leading global hotel brand of choice, everywhere.
“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 Mr 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.”
tarting September 21, the Sheraton brand’s first TV spot in nearly 10 years 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.
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