Starwood’s Sheraton Hotels & Resorts’ $20 million “Meet You There” campaign aims to highlight the brand’s recently completed three-year, rebranding effort. As part of the rebranding, every aspect of the new Sheraton guest experience was designed to promote social interaction and bringing people together.
As a result, “Meet You There” uses playful taglines to showcase key elements of the recent makeover, including the [email protected] experienced with Microsoft, Sheraton Fitness Programmed by Core Performance and the enhanced Club Lounge. The “Meet You There” tag 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, blending business and leisure – a.k.a. “bleisure.” “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.
Sheraton worked with Publicis Groupe’s Razorfish and the Kaplan Thaler Group to develop the campaign’s strategy, digital and traditional creative elements. The six unique executions are currently running in newspapers and will appear in magazines and online by July. Traditional and digital out-of-home ads 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.
Specifically, “Meet You There” broke on newspaper print ads 6/21, including USA Today and The New York Times. Online digital ads will appear 7/11 in websites such as NYTimes.com, CNN.com, Frommers, BlogHer and TripAdvisor, and in major magazines like Conde Nast Traveler, Wired and Time Magazine in August.
One of the highlights of the new effort 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.