Sheraton Hotels Launches New $20 Million Advertising Campaign on the Heels of Successful Multi-Billion Rebranding Effort (United States)
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Sheraton Hotels Launches New $20 Million Advertising Campaign on the Heels of Successful Multi-Billion Rebranding Effort (United States)
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Category: North America & West Indies / Carribean islands - United States - Industry economy
- New brands / Affiliations
This is a press release selected by our editorial committee and published online for free on 2011-06-22
“Meet You There” Multi-Media Ad Campaign Invites Consumers To Experience the New Sheraton
Unique Inside-Out Executions Brings Sheraton’s Social Experiences to Life
Sheraton Hotels & Resorts unveiled today its $20 million “Meet You There” advertisement campaign created to highlight the success of the brand’s recently completed three-year, multi-billion dollar rebranding effort. Starwood spent the last few years renovating and rebuilding one of the hotel industry’s most iconic brands and now Sheraton stands better than ever with the strongest portfolio in its history. Sheraton is gaining market share, RevPAR continues to rise and guest satisfaction scores are highest in the brand’s history signaling that guests are taking notice and rediscovering the new Sheraton.
As part of the rebranding effort, every aspect of the new Sheraton guest experience was designed to promote social interaction and bringing people together. As a result, the “Meet You There” campaign uses playful taglines and imagery to showcase key elements of the recent makeover that have already struck a chord with guests, including the Link@SheratonSM experienced with Microsoft®, Sheraton Fitness Programmed by Core Performance® and the enhanced Club Lounge.
The creative vision for the campaign was driven by the 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 - also known as “bleisure.” 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 the brand’s signature Club Lounge experience during their travels. The campaign leverages these communal elements to promote an emotional connection with consumer and Sheraton’s new social experiences.
One of the highlights of the new campaign is the use of out-of-home, motion activated digital touch screens that allows consumers to experience the brand’s signature offerings digitally. Travelers that walk by the out-of-home executions will be prompted to engage with the digital billboard – the screen will react to their specific movements and with just one touch are invited to experience the new Sheraton.
Sheraton worked with Publicis Groupe agencies—Razorfish and the Kaplan Thaler Group—to develop the campaign’s strategy, digital and traditional creative elements. The $20 million campaign’s six unique executions are 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 country. The campaign will also feature mobile rich media ads as well as custom partnerships with Xbox and CBS Sports.
“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,” said Hoyt Harper, Global Brand Leader, Sheraton Hotels & Resorts. “We are thrilled to introduce Sheraton’s new voice through these clever ads that blur the boundaries between business and leisure travel.”
“This digitally-led campaign aligns with Sheraton’s brand promise of providing ‘connections’ to its guests,” said Pete Stein, President of Razorfish East. “Razorfish is very proud of the high-quality work that has always resulted from our collaboration with Sheraton, and this campaign is no exception. I am confident it will meet its goal of offering consumers a new impression of Sheraton hotels and resorts.”
Sheraton’s “Meet You There” campaign breaks on newspaper print ads today, including USA Today and The New York Times. Online digital ads will appear on July 11 in top news and lifestyle websites such as NYTimes.com, CNN.com, Frommers, BlogHer and TripAdvisor, and in major magazines like Conde Nast Traveler, Wired and Time Magazine in August.
About Sheraton Hotels & Resorts
Sheraton helps guests make connections at more than 400 hotels in 70 countries around the world and recently completed a $6 billion global revitalization and is now in the midst of a $5 billion global expansion over the next three years. Sheraton is owned by and is the largest and most global brand of Starwood Hotels & Resorts Worldwide, Inc., (NYSE: HOT) one of the leading hotel and leisure companies in the world with 1,051 properties in 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched Aloft®, and Element SM. The company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts.
About Razorfish
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients’ business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan, Spain, Singapore and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald’s and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe’s (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center.
About the Kaplan Thaler Group
The Kaplan Thaler Group has been ranked by industry publications as one of the fastest-growing advertising agencies in the U.S. and is touted for its breakthrough creative and immediate results. The Agency’s blue-chip client roster includes Procter & Gamble’s Dawn, Swiffer, Cascade and Aussie brands, Aflac Incorporated, Champion, Pfizer, U.S. Bank and Wendy’s. The Kaplan Thaler Group is part of the Publicis Groupe, one of the world’s largest communications holding companies.
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