• Brandweek, Thursday, February 4, 2010 10:47 AM

Starwood launched a $20 million print and digital campaign yesterday to promote a $6 billion, three-year brand overhaul that began in 2008. Ads carry the tagline "Rediscover Sheraton," Elaine Wong reports.

One ad, for example, shows two businessmen sitting at a table as it flows into an image of a couple lounging by a pool. The copy reads: "Who brings business suits and bathing suits together?" Another asks: "Who brings power walks and power talks together?"

The goal of the campaign is to communicate to consumers the "enhanced guest experience," according to Starwood chief brand officer Phil McAveety. "Customers are looking for balance from their travel experience," he says. "With this campaign, we looked to capture the merging of business and pleasure in our communications."

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