Starwood-owned Sheraton is nearing completion of a three-year ‘revitalisation’, comprising more than $4bn in new hotels, renovations and signature brand initiatives in North America and another $2bn elsewhere.
‘Rediscover Sheraton’ is the brand’s first new marketing campaign in two years.
It showcases key elements of the enhancement, including 70,000 new or renovated guestrooms and 300 new lobbies featuring 'Link@Sheraton experienced with Microsoft’.
Link@Sheraton experienced with Microsoft was launched in 2008 after research confirmed that the majority of the chain’s guests preferred spending time in social places in hotels.
Link@Sheraton takes the standard hotel business centre, which is typically located away from common areas, and incorporates it into the lobby.
Rediscover Sheraton focuses on the blending of business and leisure, uniting ‘seemingly disparate concepts to capture attention, build intrigue and encourage consumers to reconsider the brand’.
Sample straplines include ‘Who brings business suits and bathing suits together’, ‘Who brings power walks and power talks together’ and ‘Who brings bottom lines and bottom ups together’.
Rediscover Sheraton will include consumer, trade and online advertising, with a significant portion of the buy spent on non-traditional media.
The campaign will run on websites such as TripAdvisor.com, NYTimes.com, Kayak.com, BizJournals.com and CNN.com, while print adverts will feature in USA Today and other key business and travel titles.
Sheraton operates more than 400 hotels in 75 countries. In the UK, it has properties in Edinburgh, London’s Park Lane and two at Heathrow.
Background from e-tid.com:
Sheraton reaping revitalisation rewards (14/04/2009)
Sheraton to open 54 new properties by 2009 (11/04/2008)
Starwood ‘revitalises’ Sheraton (27/03/2008)