The campaign features such scenes as two men in suits engaged in a water gun fight on the roof of the hotel to underline that business and pleasure can mix. Another scene shows a sleeping child, resting on his mother inside a hotel car. According to Florence Suen, the hotel's marketing communications manager, the key objectives are to underline that Sheraton is customer focused, ensuring guests of a comfortable and convenient space to stay.
"It all comes down to the renovation design concept being customer focused; ensuring comfort, convenience, and space," said Suen, "The new advertising campaign and its objectives therefore are to communicate that the hotel has anticipated the customers' needs, wants, and desires."
The campaign aims to project an image of the hotel as warm, modern and energetic. "Guests who stay at the hotel are energetic types and require efficient services; they are sophisticated but generally no-frills. The Sheraton is a warm, fun, down-to-earth, and modern business hotel."
The campaign, targeted at leisure and business travellers, follows the completion of an US$83.55 million refurbishment exercise. The hotel renovated its exterior, several food and beverage outlets, cigar lounge, The Cafe and Lobby Lounge, the Grand Ballroom, the Sky Lounge and all 782 rooms and suites.
The TVC is supported by print, developed by Lowe & Partners, in Discovery, Cathay Pacific's in-flight magazine and industry title CEI, as it is primarily directed at corporate travellers and decision-makers. In the first burst, 30-second spots were slated to run on local channels, Jade and Pearl, for three weeks.
The refurbishments and advertising campaign are, according to the Sheraton, in anticipation of the growth of the Hong Kong tourism industry over the next decade. The hotel expects emerging markets such as the mainland, India and, to a lesser extent, Korea, to generate significantly higher visitor numbers.
