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, 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, Inc. (NYSE:HOT).
According to Adam Aron, Chief Executive Officer of Starwood Hotels & Resorts on an interim basis, “Where Actions Speak Louder” is part of Sheraton 2020SM, a comprehensive plan to solidify Sheraton as a leading global hotel brand of choice, everywhere. As Starwood’s largest, most global and fastest growing high-end brand, Sheraton is a key priority for the company.
“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 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.”
Print Ads from Celebrated Photographer Mark Seliger
The “Where Actions Speak Louder” campaign breaks today 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, a rallying cry for Sheraton associates and a pledge to consumers. 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 striking 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. The advertisements were shot at the Sheraton Chicago Hotel & Towers by acclaimed photographer Mark Seliger, who, in keeping with the Sheraton brand’s dynamic evolution, brings an elevated, modern sensibility to the campaign.
First Television Ads in a Decade put Service and Sheraton Associates Center Stage
Starting 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. The spot captures the allure of exceptional city center hotels as well as the choreography of service behind the scenes. With a spotlight on the glamour and dramatic 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 – from helping a woman traveling 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.
The “Where Actions Speak Louder” 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.
Sheraton 2020 Fully Under Way
“Where Actions Speak Louder” is the latest component of the Sheraton 2020 transformation plan that is fully underway. Since announcing the plan on June 1, Sheraton has introduced a new imaginative lobby menu, PairedSM; announced the richest SPG® promotion in the history of the brand, 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 GrandSM, a new premier tier that recognizes exceptional Sheraton hotels and resorts. A nod to the plan’s clear five year vision, Sheraton 2020 also promises continuous innovation of the Sheraton guest experience; an unwavering commitment to service excellence; the implementation of revenue and profit-driving initiatives to benefit owners and developers; and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.
“We are proud that in just three months since first announcing our ambitious Sheraton 2020 transformation plan, we have already implemented many initiatives at our Sheraton hotels around the world,” said Dave Marr, Global Brand Leader, Sheraton Hotels & Resorts. “‘Where Actions Speak Louder’ is a simple yet powerful platform to communicate all that we are doing to elevate the guest experience at Sheraton, while celebrating the romance of hotels and putting a spotlight on our passionate associates who deliver great service every day.”
