• by Fern Siegel , July 17, 2023

Sonesta International Hotels launched a new ad campaign, "Whisper," to up the brand's name recognition.

"Whisper" is the latest iteration of the "Famous Yet Nameless" integrated brand campaign launched in January. It starred Judy Greer, known for "Arrested Development" and "Archer," promoting Sonesta's great hospitality experiences. Greer has great face, rather than name, recognition.

The creative was developed in partnership with branding agency RO New York.

"Whisper" used influencers whispering the Sonesta name in various executions, video and digital, to underscore its point: The brand is the best-kept secret in the hospitality industry.

Elizabeth Harlow, Chief Brand Officer, Sonesta, said the first phase of the campaign exceeded expectation. "As we embark on the second phase, we are looking forward to expanding our reach and engaging with a broader audience through our partnerships with the travel and lifestyle influencers featured in the 'Whisper' campaign," she told Agency Daily.

"We believe that the campaign's authenticity and integrated approach perfectly embodies Sonesta's dedication to delivering exceptional experiences that resonate with travelers across the globe."

Sonesta has upped its reach in recent years, adding more than 200 former IHG and Marriott Interational properties. In 2020, it acquired Red Lion Hotels Corp.

Sonesta has strengthened its portfolio with the launch of two new brands: Sonesta Essential and The James, a Sonesta Lifestyle.

The company had just 58 hotels in early 2020 and currently has around 1,200 properties in eight countries.