Sheraton has a new spin

Sheraton Hotel unveils a new marketing campaign to highlight product upgrades.

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By  Shilpa Mathai Published  May 15, 2003

Sheraton Hotels has rolled out a $10 million global print and television advertising campaign to spotlight the many upgrades to the global hotel giant. Created by Deutsch Inc., the marketing and communications company, the campaign features a re-mix of the Rolling Stones’ classic, ‘Let’s Spend the Night Together’.

This is Sheraton’s first return to television in more than seven years. In both the print and broadcast ads, the new campaign prominently features the Sheraton ‘S’ crest, which had an unaided recall of 93% in recent research, almost 40 points more than Sheraton’s competitors.

“Sheraton is a classic brand, and it made sense for us to marry Sheraton with one of the most classic Rock and Roll songs in history,” said Robert Cotter, chief operating officer for Starwood Hotels & Resorts. “The Sheraton brand is in the midst of a massive upgrade of its design, service and product, and now is the time to aggressively, and we think uniquely, capture people’s attention and give them a reason to try us again.”

Sheraton’s new mantra has been re-mixed by Convoy, a San Diego garage band. Meanwhile in the Middle East, Sheraton Abu Dhabi has reopened after a $40 million facelift. The entire refurbishment project will be completed by July 2004.

Sheraton’s new ad campaign is part of the hotel giant’s overall strategy to position the brand as the leader in the upscale hotel market. But this has not stopped rating agency Standard & Poor’s from lowering its corporate credit rating for Starwood Hotels & Resorts to junk status, “due to the hotel operator’s lack of progress in improving credit measures during the last several quarters.”

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