Sheraton Hotels & Resorts unveiled its $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.
Starwood spent the last few years renovating and rebuilding one of the hotel industry’s most iconic brands and now Sheraton stands better than ever with the strongest portfolio in its history. Sheraton is gaining market share, RevPAR continues to rise and guest satisfaction scores are highest in the brand’s history signaling that guests are taking notice and rediscovering the new Sheraton.
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@SheratonSM 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 – also known as “bleisure.” 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 country. The campaign will also feature mobile rich media ads as well as custom partnerships with Xbox and CBS Sports.
“As part of Sheraton’s successful brand overhaul and the introduction of ‘Meet You There,’ every aspect of this new advertisement campaign is designed to promote social interaction and bring people together,” said Hoyt Harper, Global Brand Leader, Sheraton Hotels & Resorts. “We are thrilled to introduce Sheraton’s new voice through these clever ads that blur the boundaries between business and leisure travel.”
“This digitally-led campaign aligns with Sheraton’s brand promise of providing ‘connections’ to its guests,” said Pete Stein, President of Razorfish East. “Razorfish is very proud of the high-quality work that has always resulted from our collaboration with Sheraton, and this campaign is no exception. I am confident it will meet its goal of offering consumers a new impression of Sheraton hotels and resorts.”