Hong Kong (2010-02-05)

SHERATON Hotels & Resorts has launched a US$20 million multimedia campaign, unveiling the brand's relaunch following a multi-billion dollar revamp.

In a February 4 earnings call, Starwood Hotels & Resorts CEO Frits Van Paasschen described it as the brand's "biggest marketing campaign ever".

The 'Rediscover Sheraton' campaign encourages travellers to take a new look at the brand, which has undergone a three-year overhaul costing US$6 billion, US$2 billion of which went on new hotels overseas.

Another US$4 billion will be invested in developing the brand over the next three years, Van Paasschen said.

"We've opened 65 new hotels, renovated 100 others, redesigned over 300 lobbies and rolled out over 100,000 new Sweet Sleeper Beds," Van Paasschen said. "We've also pulled the Sheraton flag off 40 hotels that could not meet our standards."

'Rediscover Sheraton' leverages the insight that a growing number of travellers are blending business with leisure and there is growing demand for space that allow for social interaction.