ITT SHERATON LAUNCHES NEW HOTELS ADVERTISING CAMPAIGN: 'WE SPENT A BILLION TO MAKE YOU FEEL LIKE A MILLION'
ITT SHERATON LAUNCHES NEW HOTELS ADVERTISING CAMPAIGN: 'WE SPENT A BILLION TO MAKE YOU FEEL LIKE A MILLION' BOSTON, Feb. 6 /PRNewswire/ -- ITT Sheraton Corporation is launching a new $15 million advertising campaign designed to support the investment of more than $1 billion in ITT Sheraton properties in North America and Hawaii, and the company's recently upgraded set of services for business travelers. "We spent a billion to make you feel like a million" is the theme of the campaign to be launched on television on Sunday, Feb. 9, during the National Basketball Association (NBA) basketball game televised on NBC and in print in The Wall Street Journal on Feb. 10. "Literally, our hotels in North America show $1 billion worth of improvement in facilities and in services," said John Kapioltas, chairman, president and chief executive officer, ITT Sheraton Corporation. The campaign highlights the renovation and construction work scheduled to be completed at ITT Sheraton properties in North America and Hawaii during the first quarter of this year. It also demonstrates a series of services designed to enhance business travelers' hotel stays, including in-room coffee makers in all rooms, five-minute express breakfast, 30-minute guaranteed room service and SCI ExpressPass, which streamlines the check-in and check-out process. Renovated hotels include a $300 million investment in New York City, including the stately St. Regis, which opened in September following a three-year, more than $100 million restoration, along with the renamed Sheraton New York Hotels & Towers and the Sheraton Manhattan (formerly the Centre and City Squire, respectively). This represents nearly 3,000 guest rooms in New York City. Other hotel investments that comprise part of the $1 billion tally include $180 million at the newly constructed Sheraton Chicago Hotel & Towers, Chicago's first new convention hotel in 12 years; $22 million at Florida's oceanfront Sheraton Bal Harbour Resort; and an extensive $43 million refurbishment at the Sheraton Centre Hotel & Towers in Toronto. "The financial investment in these and other hotels, combined with our new levels of service for business travelers, are putting the finishing touch on our overall effort to offer guests in North America the level of hotels and services that they experience at ITT Sheraton properties around the world," Kapioltas said. One 60-second and two 30-second spots feature vignettes that highlight some of the visible improvements to ITT Sheraton hotel facilities -- lobbies, guest rooms, restaurants and newly constructed hotels. The commercials also demonstrate upgraded service aspects that support the $1 billion investment enhancing business travel -- in-room coffee makers, guaranteed 30-minute room service, fast check-in and check-out and a commitment to efficient, personal service. "This advertising campaign tells our guests that their satisfaction continues to be our No. 1 priority, and it demonstrates that our facilities and services on this continent match their expectations," said Kapioltas. Television and print executions rally around the campaign's theme. General ads invite business travelers to try Sheraton Hotels on their next business trip. Other tailored print executions will appear primarily in hotel, travel, meetings and development of financial publications. The advertising campaign was developed by New York-based Wells Rich Greene BDDP. ITT Sheraton Corporation, a subsidiary of ITT Corporation (NYSE: ITT), is a worldwide network of nearly 450 owned, leased, managed and franchised properties operating in 62 countries. -0- 2/6/92 /CONTACT: Dolores Sanchez of ITT Sheraton, 617-367-5481/ (ITT) CO: ITT Sheraton Corporation ST: Massachusetts IN: LEI SU:
EG-SH -- NE012 -- 7755 02/06/92 13:03 EST
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|Date:||Feb 6, 1992|
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