Sheraton Hotels & Resorts launched a US$100 million multi-channel marketing campaign. This is the first comprehensive advertising effort since 2011, returning to TV for the first time in nearly a decade.
The campaign is titled “Where Actions Speak Louder” and is planned to run through 2017. The campaign communicates the ongoing enhancements to the Sheraton guest experiences including new products and partnership, a renewed focus on service and an elevated look, feel and design for the flagship brand of Starwood Hotels and Resorts Worldwide, Inc.
Print Advertising
“Where Actions Speak Louder” campaign broke today with an initial print advertisement in the Wall Street Journal with imagery from celebrated photographer Mark Seliger. The advertisements were shot at the Sheraton Chicago Hotel & Towers.
There are seven executions to the print ad with the first serving as a manifesto, firmly positioning “Where Actions Speak Louder” as a new stake in the ground for the Sheraton brand, a rallying cry for Sheraton associates and a pledge to consumers. The other six 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.
Striking images of both guests and associates, highlighting signature aspects of the Sheraton guest experience will be featured in the print ads.
Television Commercial
The 30 second commercial was directed by David Edwards featuring a cinematic treatment of the famed Sheraton on the Park in Sydney, Australia. The spot captures the allure of exceptional city centre hotels as well as the choreography of service behind the scenes. The commercial follows a Sheraton associate doing the little things that can make a difference – from helping a woman travelling alone zip up the last bit of her dress, to weighing in on the selection of a tie for a male guest attending a gala event.
Digital Assets
The campaign will also roll out to online sites such as YouTube, AOL and Facebook through video and banner ads 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 handled the creatives while PGR and Razorfish were responsible for media planning and buying in North America.
Sheraton has undergone a transformation since it announced its five-year vision “Sheraton 2020 transformation” plan on 1 June 2015. It has introduced a new imaginative lobby menu, Paired; announced the richest SPG promotion ever, along with a promotion for travel professionals; launched the brand’s new visual identity and re-designed Sheraton.com web and mobile sites; and introduced Sheraton Grand, a new premier tier that recognises Sheraton hotels and resorts. It has a goal of opening more than 150 new Sheraton hotels worldwide by 2020.
