Sheraton Launches US$20 million Advertising Campaign

Sheraton Hotels & Resorts has unveiled a $20 million Meet You There advertisement campaign created to highlight the success of the brand's recently completed three-year, multi-billion dollar rebranding effort.

As part of the rebranding effort, every aspect of the new Sheraton guest experience was designed to promote social interaction and bringing people together. As a result, the Meet You There campaign uses playful taglines and imagery to showcase key elements of the recent makeover that have already struck a chord with guests, including the Link@Sheraton experienced with Microsoft, Sheraton Fitness Programmed by Core Performance and the enhanced Club Lounge.

The creative vision for the campaign was driven by the growing demand from travelers for socially designed spaces and amenities. The Meet You There tagline acts as an invitation to experience key brand elements through clever headlines and energetic images of people gathering in different settings.

Wi-Fi, Mai-Tai, Say Hi shows guests coming together, seamlessly blending business and leisure. Whereas Body for Business reflects the importance of health and fitness while on the road and How to Hotel highlights how road warriors seek the benefits of the brand's signature Club Lounge experience during their travels.

The campaign leverages these communal elements to promote an emotional connection with consumer and Sheraton's new social experiences.

One of the highlights of the new campaign is the use of out-of-home, motion activated digital touch screens that allows consumers to experience the brand's signature offerings digitally. Travelers that walk by the out-of-home executions will be prompted to engage with the digital billboard the screen will react to their specific movements and with just one touch are invited to experience the new Sheraton.

Sheraton worked with Publicis Groupe agencies Razorfish and the Kaplan Thaler Group to develop the campaign's strategy, digital and traditional creative elements. The $20 million campaign's six unique executions are currently running in newspapers and will appear in magazines and online by July. Traditional and digital out-of-home advertisements will be seen in airports throughout the USA. The campaign will also feature mobile rich media ads as well as custom partnerships with Xbox and CBS Sports.

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