Starwood’s pumping more and more money into Sheraton’s branding efforts. This time, it’s a $20 million advertising campaign enticing consumers to “rediscover” the newly revamped Sheraton hotels. You may recall that the brand has completed a $6 billion dollar makeover effort over the last several years which included new lobbies, new beds, new guestrooms, and new public computer stations in the lobby called the Link@Sheraton. Well now Starwood is trying to get the word out there.
I’m currently in Kuala Lumpur and had a meeting at the Sheraton Imperial. The property looks fantastic, but as do most Sheratons in Asia. In fact, this Sheraton is even part of the Luxury Collection portfolio. It goes without saying then that the $20 million advertising push is primarily to support the revamped image of Sheratons in North America, where the properties were an embarrasment to the brand (at least three years ago before the multi billion rebranding).
The two newest Sheraton flagship properties in North America are the Sheraton Phoenix Downtown and the Sheraton Puerto Rico.
There was an ad in USA Today that illustrated two businessmen at a table and a couple lounging next to a pool. The tagline? ”Who brings business suits and bathing suits together?” Other taglines on other media including NYTimes.com, CNN.com, and TripAdvisor.com ask, “Who brings power walks and power talks together?” as well as “Who brings bottom lines and bottom ups together?”
“Customers are looking for balance from their travel experience,” said Phil McAveety, Chief Brand Officer. ”With this campaign, we looked to capture the merging of business and pleasure in our communications.”

Sheraton Imperial Kuala Lumpur - sorry for the generic photo, didn't bring my camera cable on this trip!
Source: Brandweek



















