As Adam Aron, President and CEO of Starwood Hotels & Resorts, explained, the "Gestures Matter" campaign is part of Sheraton 2020, a strategic initiative aimed at reinforcing Sheraton as a leading global hotel brand.
"We are at the beginning of a five-year journey during which we will create reality and reshape the Sheraton brand. This process has already begun; we’ve implemented the first improvements that guests see immediately upon entering a Sheraton hotel," Aron said. "This new advertising campaign will bring attention to our brand, underscore its heritage, and most importantly, give consumers a reason to look at Sheraton’s offerings anew."
Print ads by renowned photographer Mark Seliger
The first phase of the "Gestures Matter" campaign serves as a manifesto for Sharaton’s repositioning. It debuted in the Wall Street Journal. The next six installments will appear in The New York Times, Fortune, Forbes, Forbes Life, Sydney Morning Herald, Shanghai Morning Post, and other global business and industry publications. The campaign features both guests and staff, highlighting Sheraton’s signature services—including the comfortable sleep guarantee, the new culinary offering Paired, enhanced meeting experiences, Sheraton Club, and the new sub-brand Sheraton Grand. The campaign images were shot at the Sheraton Chicago Hotel & Towers by acclaimed photographer Mark Seliger, who channeled Sheraton’s dynamic evolution into the visual campaign.
