Sheraton continues to roll out its 10-point ‘Sheraton 2020’ plan with a new $100 million multi-channel campaign that will see the brand 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.
According to Adam Aron, Chief Executive Officer of Starwood Hotels & Resorts on an interim basis, “Where Actions Speak Louder” is a comprehensive plan to solidify Sheraton as a leading global hotel brand of choice, everywhere.
“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.”
Adam Aron, Sheraton CEO
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 brings 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 her dress, to choosing 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.
