Sheraton rolls out US$100m marketing campaign

Sheraton Hotels & Resorts launches a US$100 million multi-channel marketing campaign, which includes its first comprehensive advertising effort since 2011 and marks the brand?s return to TV for the first time in nearly a decade.

Titled ?Where Actions Speak Louder,??the new campaign, which is slated to run until 2017,?is designed to ?boldly communicate ongoing enhancements to the Sheraton guest experience,? including new products and partnerships, a renewed focus on service, and an elevated look, feel and design for the flagship brand of Starwood Hotels & Resorts Worldwide.

Adam Aron, interim chief executive officer of Starwood Hotels & Resorts, says: ? is part of Sheraton 2020SM, a comprehensive plan to solidify Sheraton as a leading global hotel brand of choice, everywhere.

?As Starwood?s largest, most global and fastest growing high-end brand, Sheraton is a key priority for the company.

?We are at the beginning of a five year journey to change both the reality and perception of the Sheraton brand, and we have already made important improvements that guests will increasingly notice when they arrive at our doors.

?With this sophisticated new advertising campaign, we intend to turn heads and give consumers a compelling reason to take another look at Sheraton.?