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Marketing campaign highlights ‘bleisure’ trend
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Sheraton Hotels & Resorts is taking the wraps off a $20 million dollar, multi-media marketing campaign created to highlight the brand's $6 billion revitalization effort. Launching today, the “Rediscover Sheraton” campaign encourages travelers to take a new look at Sheraton, which features an enhanced guest experience following a three-year, global brand overhaul. It's the first new marketing campaign to debut for Sheraton in two years.
A key insight that directed the creative vision for the campaign is the growing trend of travelers seamlessly blending business and leisure -- also known as “bleisure” -- and the demand for socially driven designed spaces and amenities. As part of the brand's overhaul, new Sheraton guest experience was designed to promote social interaction and bring people together.
The new campaign for the Starwood Hotels & Resorts unit depicts this through headlines and imagery that blur the lines of business and leisure and unite seemingly disparate concepts to capture attention, build intrigue and encourage consumers to reconsider the brand: “Who brings business suits and bathing suits together” is paired with an image of a conference room table that's been seamlessly connected to the image of a business executive lounging poolside with a laptop. Other headlines include “Who brings power walks and power talks together” and “Who brings bottom lines and bottom ups together.”
The campaign is first for the Sheraton flag to be designed in-house by the company's global brand design team, led by Phil McAveety, chief brand officer for Starwood. “Rediscover Sheraton” will launch across a multimedia platform that integrates consumer, trade and online and Sheraton will focus a significant portion of its buy on non-traditional media.
“The focus on non-traditional media marks an exciting new direction for Sheraton,” said McAveety. “What sets this campaign apart is the fully integrated, multi-platform approach and how the work uses non-traditional media to convey the new Sheraton experience. Every brand touch-point of the campaign is strategically aligned, across all executions including print, online, mobile, promotional and experiential event activities.”
Sheraton has more than 400 hotels in 75 countries.
Posted Feb. 3, 2010
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