Sheraton hotels: 20 million on advertising

Sheraton hotels: 20 million on advertising

Sheraton hotel chain began an advertising campaign Meet You There, which will become a logical continuation of the recent re-branding, which has experienced one of the most famous hotel chains in the world.

For the last few years the parent company of Sheraton - Starwood - has invested billions in creating a new image of the chain’s hotels. Investments were directed for upgrades of interiors and room furnishing, as well developing of marketing concept on promotion services in the world markets under the brand name Sheraton.

Sheraton was not the only brand with worldwide reputation, which experienced image changing. Many major players in the hotel market joined the frantic rebranding race. Thus, the largest chain of the holding company IHG - Holiday Inn - also completely changed the logo and updated the concept of hotel services.

As for Sheraton, in the current advertising campaign it is planned to present a maximum of innovations that the network offers its clients. This is a set of special programs for the guests, including computer innovations from Link@Sheraton, fitness bonuses Sheraton Fitness Programmed by Core Performance, and special guest bonuses from Club Lounge. Among the technical innovations that Sheraton will present to its clients are new touch screens that allow getting access to most services in the hotels.

Advertising campaign for Sheraton was prepared by Razorfish and Kaplan Thaler Group agencies, which are parts of the Publicis Groupe. Sheraton ads have already appeared on the pages of such leading American publications as USA Today and The New York Times. In the near future it will be available on major online travel portals and magazines.

Starwood plans to actively promote Sheraton in Asia. At present, under various brands Starwood is building 70 hotels in China.

Eastern Europe will also be in the sphere of Sheraton interests. Thus, the first Sheraton hotel in Ukraine is to be opened in September 2011. It will be Four Points by Sheraton in Zaporozhye.

Ilya Kalachev

Date: 23/06/2011