Sheraton Has a $100 Million Marketing Campaign to Revive the 'Tired Brand'
Skift Take
Sheraton is making big changes to what was referred to as a "tired brand" by its interim CEO earlier this year and has since announced a five-year plan to reinvigorate the brand. Though the brand needs reinvention, is a $100 million marketing campaign striking the right balance between the messaging and taking action?
Not long after the announcement of its newest premier-tier Sheraton Grand brand, Sheraton Hotels & Resorts launched a $100 million multi-channel marketing campaign, its most comprehensive effort since 2011.
Sheraton's "Where Actions Speak Louder" campaign incorporates television and print advertising into its strategies along with employing digital platforms, including video and banner ads on sites like YouTube, AOL, and Facebook.
The campaign carries with it a price tag, $100 million, that is anything but pocket change. There has been conversation around Sheraton’s image as a "tired brand" and its 10-point plan, Sheraton 2020, is to be rolled out over the entire portfolio of 435 hotels over the next five years. But is pouring money into marketing the answer?
“The driving force behind the Sheraton brand’s new marketing campaign comes across directly in our tagline, 'Where Actions Speak Louder,' designed to boldly communicate ongoing enhancements to the Sheraton guest experience, including a renewed focus on service, an elevated look, feel and design, as well as new products and partnerships for the flagship brand of Starwood Hotels & Resorts,” says Dave Marr, global brand leader for Sheraton Hotels & Resort.
Marr says that research shows Sheraton
