Sheraton Hotels Pitch Brief

NEW BUSINESS PITCH BRIEF

Starwood Hotels & Resorts has put out two requests for proposals seeking creative agencies to support its Sheraton and Westin brands in the U.S., according to people familiar with the matter.

According to a document obtained by Ad Age, Starwood is reaching out to a select handful of agencies to participate in the pitches, which are expected to conclude in March. It is understood that

the review is being led by Avidan Strategies.

"We are always looking for new ways to shine the spotlight on our distinct brands, but Starwood does not comment on any RFP processes," said Trey Sarten, VP-global brand communications,

Starwood Hotels & Resorts, in an emailed statement. It was not immediately clear if Sheraton and Westin currently have creative agencies of record for their businesses.

Last September, Sheraton hired Publicis Groupe's Marcel New York to work on its $100 million marketing campaign, "Where Actions Speak Louder." A month later, Westin worked with BBH New

York on its "You Need Better Vacation Days" effort.

Marriott International is in the process of buying Starwood Hotels & Resorts Worldwide Inc. for $12.2 billion to create the world's largest hotel company.

OVERVIEW 01

OVERVIEW

Starwood Hotels and Resorts Worldwide, Inc. is an American hotel and leisure company headquartered in Stamford, Connecticut. One of the world's largest hotel companies, it owns,

operates, franchises and manages hotels, resorts, spas, residences, and vacation ownership properties under its 11 brands. As of December 1st 2014, Starwood Hotels and Resorts owned,

managed, or franchised over 1,200 properties employing over 180,400 people, of whom approximately 26% were employed in the United States.

SUMMARY 02

SUMMARY

THE SHERATON HOTELS & RESORTS BRAND

Sheraton Hotels and Resorts is Starwood Hotels and Resorts Worldwide's largest and secondoldest brand (Westin being the oldest).

In June 2015 at the Goldman Sachs Lodging, Gaming, Restaurant and Leisure Conference, former Interim Chief Executive Officer of Starwood Hotels & Resorts Worldwide introduced the $100M

new marketing strategy for its Sheraton portfolio, Sheraton 2020.Sheraton 2020 is a 10 point plan designed to revitalize the brand’s global marketing over the next

five years, including a goal to open more than 150 new Sheraton hotels worldwide.

“Sheraton is Starwood’s largest, and most global brand, with a nearly 80-year history as a pioneer and true beacon of hospitality around the world,” said the former interim CEO, “With Sheraton 2020, we are

marshalling the formidable might, muscle and creativity of our organization, which has famously distinguished itself as the industry’s premier brand builder and innovator. This is a top priority, and we will

act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere.”

HERE ARE THE 10 POINTS OF SHERATON 2020:

1. Introduce New Sheraton Brand Positioning

• Reinvigorate Sheraton with a new vision to define and crystallize what Sheraton stands for as a brand;

• Create a new visual identity for Sheraton that incorporates our current, iconic logo;

• Enhance the digital experience and develop compelling content.

2. Turn Heads, Change Minds, Deliver Guests: $100 Million Sheraton Marketing Campaign

• Roll out a multi channel global advertising campaign, beginning in 2015 through 2017;

• Execute the richest Sheraton-focused SPG promotions in Starwood’s history;

• Ramp up media buzz and social strategy to meaningfully engage consumers across all channels.

SUMMARY 03

SUMMARY

SUMMARY

SUMMARY 04

THE SHERATON HOTELS & RESORTS BRAND

Sheraton Hotels and Resorts is Starwood Hotels and Resorts Worldwide's largest and secondoldest brand (Westin being the oldest).

In June 2015 at the Goldman Sachs Lodging, Gaming, Restaurant and Leisure Conference, former Interim Chief Executive Officer of Starwood Hotels & Resorts Worldwide introduced the $100M

new marketing strategy for its Sheraton portfolio, Sheraton 2020.Sheraton 2020 is a 10 point plan designed to revitalize the brand’s global marketing over the next

five years, including a goal to open more than 150 new Sheraton hotels worldwide.

“Sheraton is Starwood’s largest, and most global brand, with a nearly 80-year history as a pioneer and true beacon of hospitality around the world,” said the former interim CEO, “With Sheraton 2020, we are

marshalling the formidable might, muscle and creativity of our organization, which has famously distinguished itself as the industry’s premier brand builder and innovator. This is a top priority, and we will

act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere.”

HERE ARE THE 10 POINTS OF SHERATON 2020:

1. Introduce New Sheraton Brand Positioning

• Reinvigorate Sheraton with a new vision to define and crystallize what Sheraton stands for as a brand;

• Create a new visual identity for Sheraton that incorporates our current, iconic logo;

• Enhance the digital experience and develop compelling content.

2. Turn Heads, Change Minds, Deliver Guests: $100 Million Sheraton Marketing Campaign

• Roll out a multi channel global advertising campaign, beginning in 2015 through 2017;

• Execute the richest Sheraton-focused SPG promotions in Starwood’s history;

• Ramp up media buzz and social strategy to meaningfully engage consumers across all channels.

SUMMARY 05

SUMMARY3. Launch Sheraton Grand

• Elevate 100+ premier Sheraton hotels to new Sheraton Grand tier to better match guests’

expectations, showcase Sheraton’s best properties and create a halo effect across the portfolio;

• Focus first on global gateways to lure high-value travelers and create a worldwide network;

• Encourage more owners to renovate properties to achieve new Sheraton Grand stature.

4. Earn Owners’ Confidence in Sheraton

• Laser-focus on revenue and profit-driving initiatives and programs to boost owner value;

• Balance building and conversion costs with exceptional guest experience;

• Reevaluate brand standards and fee structures to improve owner economics.

5. Ignite Associates’ Passion for Sheraton

• Enlist Sheraton General Managers as leaders of change on the frontlines;

• Connect Sheraton’s people to new brand vision and their role in bringing it to life.

SUMMARY 06

SUMMARY6. Get Service Right at Sheraton. Every Day. Every Time. Everywhere.

• Maniacal – and consistent – focus on excellence in service delivery, including cleanliness,

condition of rooms and responsiveness to guests;

• Inspire and incentivise our hotels to reach new Guest Experience and Quality Assurance goals;

• Tackle lowest-performing hotels, move the middle, and learn from the top.

7. Reclaim Sheraton’s Status as THE Meetings Brand

• Become go-to brand for top planners and customers – take back group share;

• Kick off global customer blitz; amp up booking rewards and incentives.

8. Innovate the Sheraton Guest Experience. Continuously.

• Offer unique and imaginative premium sleep, entertainment, fitness and bath experiences;

• Invigorate Food & Beverage – more relevant, more profitable;

• Unleash the potential of Sheraton Club.

SUMMARY 07

SUMMARY9. Differentiate Sheraton through Design

• Transform public spaces and guestrooms through smart, intuitive, forward-looking design;

• Leverage lobby design to drive revenue.

10. Strengthen Sheraton by Opening 150+ New Hotels by 2020

• Through conversions, adaptive reuse and new-build projects, develop the right properties in the

right markets with favorable returns for owners and their investors;

• Create a flexible new-build product that enhances hotel profitability in secondary

and tertiary markets.

WESTIN HOTELS & RESORTS BRAND

Westin Hotels & Resorts is an upscale hotel chain owned by Starwood Hotels & Resorts Worldwide. As of 2013, Westin operated over 192 hotels.

Luxury and upper upscale full-service hotels, resorts and residences, Westin provides innovative programs and instinctive services designed with guests’ well-being in mind.

Recently, Westin launched an integrated advertising campaign that reinforces the way Westin delivers better vacation days through wellness, allowing guests to get the most out of the little time

they have to take off from work.

The “You Need Better Vacation Days” campaign highlights the portfolio of resorts and underscores the commitment to guests’ well being when traveling for leisure. To launch this campaign, the

company dreamed up a little something called the “Out of Office Generator.” They partnered with McSweeney’s (who produce a daily humor website) to develop a digital tool that will make custom,

tongue-in-cheek automatic responses not only for outbox but also for social media channels.

SUMMARY 08

SUMMARY

With an investment of more than $4 million in print and digital advertising over the next 12 months starting October ‘15, the new campaign captures ski and sun resort destinations and the moments

that reconnect guests when they stay at Westin Hotels & Resorts; for instance, paddle boarding near The Westin Maui Resort & Spa, Ka'anapali, skiing slope side at The Westin Snowmass Resort or

hiking over beach dunes adjacent to The Westin Hilton Head Island Resort & Spa. These print vignettes will also come to life as 15 second videos on Westin’s social media platforms as well as on

Delta flights throughout the country.

The campaign has been launched in October issues of national publications, including bon appetit, Condé Nast Traveler, Departures and United Airlines’ Hemispheres Magazine and will continue next year in magazines, such as Travel + Leisure, Golf Digest and SKI,among others. The brand’s digital ad

buy will include Flipboard, TripAdvisor and Fodors.com.

In order to get ready to pitch and become fully informed about Nationwide’s consumers and competition, you will need 3 different analyses:

• Competitive analysis• Audience Insights

• Trends watch

SUMMARY 09

SUMMARY

COMPETITIVE ANALYSISDEMOGRAPHICS

GENRES

MALE

0% 25% 50% 75% 100%

FEMALE

0% 25% 50% 75% 100%

Hilton HotelsSheraton Hotels Hyatt Hotels Marriott Hotels

DEMOGRAPHICS 10

DEMOGRAPHICS 11

13 - 17

0% 25% 50% 75% 100%

18 - 24

0% 25% 50% 75% 100%

25 - 34

0% 25% 50% 75% 100%

35 - 44

0% 25% 50% 75% 100%

45 - 54

0% 25% 50% 75% 100%

AGE

SINGLE

0% 25% 50% 75% 100%

MARRIED

0% 25% 50% 75% 100%

IN A RELATIONSHIP

0% 25% 50% 75% 100%

RELATIONSHIP STATUS

55 - 69

0% 25% 50% 75% 100%

DEMOGRAPHICS 12

WHITE

0% 25% 50% 75% 100%

AFRICAN AMERICAN

0% 25% 50% 75% 100%

HISPANIC

0% 25% 50% 75% 100%

ASIAN

0% 25% 50% 75% 100%

RACE

COLLEGE

0% 25% 50% 75% 100%

HIGH SCHOOL

0% 25% 50% 75% 100%

GRADUATE SCHOOL

0% 25% 50% 75% 100%

EDUCATION

DEMOGRAPHICS 13

WITHOUT CHILDREN

0% 25% 50% 75% 100%

WITH CHILDREN

0% 25% 50% 75% 100%

PARENTING

<40K

0% 25% 50% 75% 100%

40K - 70K

0% 25% 50% 75% 100%

70K - 100K

0% 25% 50% 75% 100%

100K - 200K

0% 25% 50% 75% 100%

INCOME

>200K

0% 25% 50% 75% 100%

PSYCHOGRAPHICS 14

ART APPRECIATORS

0 50 100 150 200

BEAUTY AND WELLNESS AWARE

0 50 100 150 200

BUSINESS PEOPLE

0 50 100 150 200

DESIGN LOVERS

0 50 100 150 200

COMPETITIVE ANALYSISPSYCHOGRAPHICS

Measurement based on Cubeyou’s popularity index.

Hilton HotelsSheraton Hotels Hyatt Hotels Marriott Hotels

PSYCHOGRAPHICS 15

ENTERTAINMENT JUNKIES

0 50 100 150 200

FASHION LOVERS

0 50 100 150 200

FOODIES

0 50 100 150 200

GAMERS

0 50 100 150 200

HEALTH CONSCIOUS

0 50 100 150 200

HOME DECORATORS & DIYS

0 50 100 150 200

PSYCHOGRAPHICS 16

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

MOTOR LOVERS MUSIC LOVERS

NERDS NETIZENS

OUTDOOR ENTHUSIASTS PARTY GOERS

PSYCHOGRAPHICS 17

0 50 100 150 200

TRAVELERS

0 50 100 150 200 0 50 100 150 200

SPORTS ENTHUSIASTS TECHIES

0 50 100 150 200 0 50 100 150 200

PUBLIC FIGURE FOLLOWERS READERS

0 50 100 150 200 0 50 100 150 200

PET LOVERS POLITICALLY ACTIVE

INTERESTS 18

Finance

Transportation

Business and Industrials

Health

Internet and Telecom

POPULARITY REACH

180.7

174.8

170.6

159.6

153.9

27%

45%

11%

16%

16%

COMPETITIVE ANALYSISSHERATON HOTEL’S AUDIENCE TOP INTERESTS

Sheraton Hotels

INTERESTS 19

CATEGORy

TOP BRAND

Finance

American Express

180.7

162.1

+ 2.1

+ 1.9

+ 2.2

+ 0.5

+ 6.2

- 9.2

CATEGORy

TOP BRAND

Transportation

Southwest Airlines

174.8

164.4

+ 3.7

+ 4.8

+ 7.0

- 0.5

+ 1.3

- 0.5

CATEGORy

TOP BRAND

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

Business & Industrials

BP

170.6

152.4

+ 3.2

- 4.1

- 3.3

- 6.3

+ 4.9

+ 1.1

COMPETITIVE ANALYSISSHERATON HOTEL VS COMPETITORS

INTERESTS 20

CATEGORy

TOP BRAND

Health

Vanderbilt Health

159.6

158.8

+ 4.6

- 20.4

+ 2.9

- 75.2

+ 10.6

- 20.2

CATEGORy

TOP BRAND

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

Internet & Telecom

Verizon

153.9

148.4

+ 13.6

- 2.3

+ 9.8

- 17.7

+ 29.0

+ 11.3

COMPETITIVE ANALYSISSHERATON HOTEL VS COMPETITORS

AUDIENCE INSIGHTS 21

AUDIENCE INSIGHTS

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TRENDS 22

TRENDS

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Sheraton Hotels Pitch Brief

Data & Analytics

Transcript of Sheraton Hotels Pitch Brief