Recently, Sheraton Hotels & Resorts announced its “Where Actions Speak Louder” $100 million marketing campaign. This newest campaign aims at attracting a larger client base by highlighting improvements in the overall customer experience. Adam Aron, CEO of Starwood Hotels & Resorts, the hotel and leisure corporation that owns the brand Sheraton Hotels & Resorts, hopes the advertising strategy will help transform the Sheraton into the top hotel chain in the world.
The “Where Actions Speak Louder” campaign will continue through 2017 and incorporates both print and television ads designed to appeal to a greater pool of potential customers.
The print ads feature stunning images of Sheraton’s guests taken by renowned photographer Mark Seliger. Shot in at the Sheraton Chicago Hotel and Towers, Seiler’s print ads intend to draw attention to the chain’s innovations in customer experience ranging from a more sophisticated menu to elegant bedding.
Although Sheraton has not indulged in television advertising in almost a decade, all that will change starting September 21st, 2015 when the brand begins airing 30-second commercial ads using domestic networks and global cable channels like ESPN, CNBC, ABC, and CNN International. With the help of director David Edwards’ cinematic talent, the commercials with show the irresistible allure of the chain’s hotel design scheme while emphasizing the enthusiasm of staff support.
As a nod to the prevailing influence of the Internet and social media, the “Where Actions Speak Louder” marketing effort will also strategically place both banner ads and video posting on popular websites.