Starwood has stepped up its planned revamp of its Sheraton brand with the launch of a $100 million multi-channel marketing campaign.
In its first global advertising initiative since 2011, the ‘Where Actions Speak Louder’ campaign will run on TV, in print and online.
"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 interim CEO Adam Aron.
With this sophisticated new advertising campaign, we intend to turn heads and give consumers a compelling reason to take another look at Sheraton."
TV ads will begin on September 21 on national networks and cable channels, including ABC, ESPN, CNBC and CNN International bringing a ‘cinematic treatment’ to the brands message of service excellence and guest experience, the company said.
Video and banner ads will feature on online platforms like YouTube, AOL and Facebook, while print ads have been created by renowned photographer Mark Seliger.
"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," said Dave Marr, Global Brand Leader at Sheraton.
