Sheraton Ads Try A Different Key

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Celine Dion sings for Chrysler. Toby Keith wrote a song for Ford. And Coca-Cola is all over American Idol. Unlike those recent blockbuster brand-entertainment unions, Starwood Hotels & Resorts’ foray into music tie-ins centers on a largely unknown, five-man rock combo from San Diego.

The company’s 200-hotel Sheraton chain, which is featuring the group Convoy in a new $20 million campaign by Deutsch in New York, chose the band because its playful style and musicianship are expected to jell with, but not outshine, the brand, said Florence Buchanan, shop svp, group creative director.

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