Sheraton has gone big for its latest campaign; a $100 million global marketing push which includes a cinematic 30 second spot shot in Sydney.
The 'Where Actions Speak Louder' campaign, by Publicis Groupe agency Marcel New York, hinges on the brand's first TV spot in nearly 10 years which will begin airing in the US on 21 September.
By director David Edwards, it was shot at the Sheraton on the Park in Sydney and aims to capture the allure of city centre hotels and the service behind the scenes. It follows a Sheraton associate doing the things that "can make a difference" including zipping up the last bit of a woman's dress and helping a male guest pick a tie.
The campaign also includes print ads from photographer Mark Seliger which will launch in The Wall Street Journal and with additional executions included in The New York Times, Fortune, Forbes, Forbes Life the Sydney Morning Herald and Shanghai Morning Post.
Starwood Hotels and Resorts CEO Adam Aron said: “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.
“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.”
The campaign will also feature digital creative including video and banner ads on sites including YouTube, AOL and Facebook as well as a 60-second cut of the ad airing on rotation in more than 150,000 Sheraton guest rooms globally.
It comes as part of Sheraton's 2020 transformational plan which has seen it promise continuous innovation to the guest experience and the goal of opening more than 150 new hotels worldwide.
