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As business travel slowly picks up again, Starwood Hotels & Resorts is launching a $20 million ad campaign aimed at getting consumers to “rediscover” its Sheraton hotel brand.
The effort, which began today, is Starwood’s first major campaign to promote Sheraton’s $6 billion “revitalization,” a three-year global brand overhaul that began in 2008. Print and digital ads tout the hotelier’s newly designed properties, with the tagline: “Rediscover Sheraton.”
The goal of the campaign is to communicate to consumers the “enhanced guest experience” as a result of the overhaul, per the company.
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