At Sheraton (or Share-a-ton?), Community Matters

Starwood has spent a few billion dollars over the last few years trying to revamp the image of its Sheraton hotel chain.

The company must be feeling pretty good about its efforts because it is now spending $20 million on an ad campaign in hopes of bringing more revenue (and loyal customers) to the 74-year-old business.

The main thrust of its new “Meet You There” campaign, according to a press release, is how Sheraton nurtures a sense of community for its guests.

Some of the ways it did this was by taking the traditional hotel business center and integrated it into the lobby, enhancing the fitness areas, and creating more inviting Club Lounges.

The company’s release goes on to explain how its print and digital ads will use “clever headlines and energetic images of people gathering in different settings” to help drive home the idea of the hotel as community builder. Text such as "Wi-Fi, Mai-Tai, Say Hi," “Body For Business,” and “How to Hotel” along with images of guests using the hotel’s variety of facilities will also help move the message that it's hotels value people over an anonymous experience.

"As part of Sheraton's successful brand overhaul and the introduction of 'Meet You There,' every aspect of this new advertisement campaign is designed to promote social interaction and bring people together," said Hoyt Harper, Global Brand Leader, Sheraton Hotels & Resorts, according to the release. "We are thrilled to introduce Sheraton's new voice through these clever ads that blur the boundaries between business and leisure travel." 

Sheraton trademarked "Meet You There" in April, and already highlights community through a microsite, Better When Shared, which encourages guests to share their experiences staying at one of the brand's hotels.