Sheraton Hotels & Resorts today has launched its "Go
Beyond" campaign, which highlights "our commitment to providing exceptional
service to our guests, great culture for our associates and return for our
owners," according to a statement from the hotelier.
The campaign -- comprising TV commercials, print and digital
advertising, and social media efforts -- depicts actual Sheraton employees "interacting
with guests in small but meaningful ways that have great impact on a traveler's
experience," according to Sheraton, which is celebrating its 80th
anniversary this year.
As part of the Go Beyond effort, Sheraton properties will "undergo
new transformations from room designs to modern touch points that carry through
check-in to checkout, a more focused food and beverage program, and new infused
energy at our Sheraton Clubs."
"This is not just a brand campaign; this is an
organizational evolution of the entire brand," Brian McGuinness, Sheraton's
senior vice president and global brand leader, said during a preview of the
campaign last week in New York. He added that property renovations, new staff
uniforms and other changes would be part of the Go Beyond effort.
Last year, Marriott International acquired Sheraton's parent
company, Starwood Hotels & Resorts.