Sheraton Hotels & Resorts, part of Marriott International, launches its Go Beyond platform in celebration of its 80th anniversary. The multi-faceted campaign includes a new marketing creative, global associate rallies and guest surprise and delights.
Brian McGuinness, Senior Vice President and Global Brand Leader, Marriott Hotels, Sheraton Hotels and Delta Hotels said, “Go Beyond celebrates the past 80 years and is a recommitment for the next 80. The campaign highlights our commitment to providing exceptional service to our guests, great culture for our associates and return for our owners. Along with product transformation, we are also kicking off a multi-channel global advertising campaign, new associate training, new apparel and amenities program and partnership activations.”
Go Beyond was inspired by Sheraton’s associates and the heart they bring to their service, which is why they were the subjects in the new creative. The Go Beyond campaign showcases actual Sheraton associates interacting with guests in small but meaningful ways that have great impact on a traveller’s experience. In one such execution, a Sheraton associate eagerly dives to the bottom of the hotel pool to retrieve a child’s precious stuffed bunny. In another, an associate is seen in fantasized version of going beyond when they parachute into the middle of a desert to bring ice-cold water to parched patrons.
Mike Fulkerson, Vice President, Brand & Marketing, Asia Pacific, Marriott International said, “Sheraton’s Go Beyond will resonate with our guests and associates especially in Asia Pacific where service excellence is an intrinsic part of the Asian hospitality mindset. With a strong portfolio of more than 120 Sheraton hotels and resorts in this region, we look forward to the brand’s continual growth, cementing Sheraton as the global hotel brand of choice.”
Marriott’s most global brand, spanning 450 hotels across 75 countries partnered with Venables Bell & Partners, Adweek’s 2016 Breakthrough Agency of the Year, to create the campaign. The advertising campaign kicks off in Asia Pacific from early May across China, Australia, India, Hong Kong and Japan.
