“Rediscover Sheraton” ad campaign follows US$6bn brand revamp

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Sheraton Hotels & Resorts has launched a new US$20-million, multi-media marketing campaign created to highlight the brand's US$6-billion revitalisation effort. The "Rediscover Sheraton" campaign encourages travellers to take a new look at Sheraton, which features an enhanced guest experience following a three-year, global brand overhaul. This is the first new marketing campaign to debut for Sheraton in two years.

The new campaign highlights key elements of the revamp, including 300 new lobbies, 70 000 new guestrooms, 100 000 new beds and the brand's unique wired lobby lounge called the "Link@Sheraton experienced with Microsoft".

The campaign focuses on the growing trend of travellers looking to blend business with leisure - also known as "bleisure" - and the demand for socially driven designed spaces and amenities.

As part of the brand's overhaul, every aspect of the new Sheraton guest experience was designed to promote social interaction and bring people together.

The campaign depicts this through clever headlines and striking imagery that blur the lines of business and leisure and unite seemingly disparate concepts. It encourages consumers to reconsider the brand with the headline: "Who brings business suits and bathing suits together”. This is paired with an image of a conference room table that blends into the image of a business executive lounging next to the pool with a laptop.

Other headlines include: "Who brings power walks and power talks together" and, "Who brings bottom lines and bottom ups together."

The multi-million campaign marks the first Sheraton campaign to be designed in-house by the company's global brand design team, led by Phil McAveety, chief brand officer for Starwood.

McAveety explains: "The focus on non-traditional media marks an exciting new direction for Sheraton. What sets this campaign apart is the fully integrated, multi-platform approach and how the work uses non-traditional media to convey the new Sheraton experience. Every brand touch-point of the campaign is strategically aligned, across all executions including print, online, mobile, promotional and experiential event activities."

Sheraton is completing a three-year, multi-billion global brand overhaul that encompasses more than $4-billion in new hotels, renovations and signature brand initiatives in North America and another $2-billion in new hotels overseas.

Highlights include: 70 000 new or newly renovated guestrooms (50 000 in North America); more than 300 new lobbies featuring the brand's "Link@Sheraton experienced with Microsoft"; more than 100 000 new Sheraton Sweet Sleeper all-white, high thread count beds in 211 hotels and 83 000 guestrooms worldwide; 98 renovated properties (half in North American portfolio); and 60 new hotels opened worldwide since 2007.

Sheraton has in its portfolio some 400 hotels in 75 countries around the world.

In South Africa, the brand is represented by Sheraton Pretoria, with further expansion plans on the cards. They confirm they are currently looking at significant expansion in South Africa and Southern Africa across the nine Starwood brands.

Sheraton Hotels & Resorts is owned by and is the largest and most global brand of Starwood Hotels & Resorts Worldwide. Starwood has 966 properties in more than 100 countries and 145 000 employees at its owned and managed properties.

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