Today, Sheraton Hotels & Resorts, part of Marriott International, Inc. (NASDAQ:MAR), 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.
“Go Beyond celebrates the past 80 years and is a recommitment for the next 80,” says Brian McGuinness, senior vice president and global brand leader, Marriott Hotels, Sheraton Hotels and Delta Hotels. “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 traveler’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.
“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,” highlighted Mike Fulkerson, Vice President, Brand & Marketing, Asia Pacific, Marriott International. “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. View the creative here: Link to Print Ads; Link to :30 spot
The Go Beyond platform starts on property where the 100,000+ Sheraton associates, the heart of the brand, will go through training programs that continue to give back and focus on the development of their people. Individual hotels will also undergo new transformations from room designs to modern touch points that carry through check-in to check-out, a more focused food and beverage program and new, infused energy at our Sheraton Clubs.
Sheraton’s partnerships including Major League Baseball open up great opportunities to spread the Go Beyond message. On May 2nd, Sheraton will unveil a series of videos featuring Major League Baseball legends who will speak to how people have gone beyond for them and the impact they had on their lives. Baseball fans will have an in-depth look at never before told stories from Chicago Cubs left fielder and 2016 World Series champion, Kyle Schwarber, 2008 World Series champion and outfielder free agent, Shane Victorino, Five-time All-Star and Pittsburgh Pirates outfielder, Andrew McCutchen, and Baseball Hall of Famer, Dave Winfield.