In 2014, Sheraton was redesigning its brand identity scheduled to launch in the summer of 2015. In the interim, Sheraton asked CreativeFeed to develop a “bridge strategy” to help its team of agencies to stay aligned on growing market-share and to identify & seize strategic opportunities ahead of the re-launch.
One of those opportunities was to build bookings for Sheraton Club among “Business Transients”, millennial travelers who are the focus of fierce of competition. Using CreativeFeed’s Acceleration Strategy, we discovered and synthesized: 1) what younger business travellers look for on the road and how they find it, 2) where those needs were underserved in the marketplace, and what each Sheraton property could offer to drive bookings locally.
Our solution had three parts. First, align & codify the benefits of Sheraton Club. Secondly, refine those insights into a unified brand presentation with messaging that could be adapted to local markets. And finally, organize it all into a marketing toolkit with a style/messaging guide for the local Sheraton sales teams to employ.
CreativeFeed wrote the Special Welcome Club copy, designed the template outlining amenity options, developed info graphics, proposed messaging for key club benefits, provided design & IA samples for the Sheraton Club landing page, video slideshow and .pdf collateral for Sheraton Sales. To help local property sales teams to make best use of the toolkit, we also developed the Sheraton Club Style & Messaging Guide, including image guidelines for User Generated Content, & OTA Pages.