How does one of the best-known hotel brands reposition itself not just as a place to stay, but as a place to come together? By inviting guests and local communities to meet up in lobbies around the world.
- Seven Global Cities
- Six Months
- Brand Repositioning
- Target Audience
- Young Business Travelers
I could have definitely worked in the Sheraton Transformation Room. When the idea behind that room is out to the entire lobby, and eventually every Sheraton hotel, it's somewhere that I would want to be.Media Forbes
We concepted and executed the Sheraton Heart for the City program – a global experiential tour that welcomed locals and guests on an unexpected journey of their city, without ever leaving the hotel.
We activated the initiative in hotels around the globe, from India to Australia, Brazil to Canada, Egypt to America.
The program was rooted in multi-day, on-property activations custom-designed for each city we visited. The experiences highlighted Sheraton’s role at the center of these communities through fun, photo-worthy vignettes, insightful community speaker programming and a visionary projection mapping experience that highlighted the brand’s transformation story.
We developed, produced and managed all activations, spanning seven countries, including:
- Designed, fabricated & installed twenty (20) immersive photo vignettes
- Secured & managed dozens of local speakers
- Designed, developed and implemented an immersive projection room
- Trained & managed 200+ brand ambassadors & hotel associates
- Activations included week-long continuous daily programming, from morning to night
Heart for the City engaged thousands of customers around the world, generating a groundswell of buzz for the brand’s new role at the center of communities.