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ITT SHERATON TELLS CUSTOMERS, 'OUR WORLD REVOLVES AROUND YOU' IN NEW GLOBAL TV AND PRINT ADVERTISING CAMPAIGN

 BOSTON, Oct. 21 /PRNewswire/ -- Beginning this week, ITT Sheraton is launching a new global advertising campaign that shows and tells its guests and customers, "Our world revolves around you."
 "ITT Sheraton is a unique global hotel company offering the consistency of service and facilities a traveler wants, but with none of the cookie-cutter blandness associated with a chain. We're the 'unchained chain," said Edward L. Stahl, vice president, ITT Sheraton Corporation, director of Advertising and Marketing Programs.
 The campaign's television and print ads take viewers and readers to Chicago, Miami, London and Tokyo, showing a sampling of the company's distinctive worldwide properties. ITT Sheraton, one of the most global hotel chains, has properties in 61 countries.
 The campaign's cornerstone is a :60 television commercial directed by noted film and commercial director Ridley Scott. It follows three travelers on a business trip around the world and opens with Frank, the boss, presiding before a looming map of the world.
 The narrator explains, "The day before our big trip, Frank announced a new travel policy. We had to stay at hotel chains." Expecting "boring, cookie cutter hotels," the three travelers instead enjoy unique experiences at each ITT Sheraton property they visit around the globe.
 Throughout the trip, the travelers telephone Frank from each hotel, never acknowledging their special experiences, but noting to themselves that they were still on budget.
 ITT Sheraton's properties, as part of the "unchained chain," display spectacular lobbies, beautiful restaurants, a business woman relaxing in a comfortable guest room and a stunning terrace view.
 "This may take longer that we think," ends the last call to Frank, as the spot closes with the tagline, "Our world revolves around you" and ITT Sheraton's toll-free reservations number. The spot was adapted to a :30 version and will air on network news, CNN, CNN International and airline in-flight programs beginning on Oct. 18.
 Two print executions echo the commercial's global message. One print headline is "Presenting the Unchained Hotel Chain." The ad pictures six unique ITT Sheraton properties around the world, including those in Hawaii, New York and Tokyo.
 The body copy asks, "Who says every hotel in a chain has to look exactly alike?" and answers, "You see, while most chains create hotels with other hotels in mind, we create ours with you in mind."
 The second print ad shows a photograph of the Pyramids of Mexico above ITT Sheraton's pyramid-shaped hotel in Qatar. "Our Hotels Aren't Inspired by Other Hotels," the headline states. The copy explains, "Each of the over 400 properties of ITT Sheraton is one-of-a-kind. And each is inspired by our experience in 61 countries."
 Beginning in late October, the print campaign will run in publications including "Business Week", "The New Yorker", "Fortune", "USA Today", "Time", "Forbes" and "The New York Times Magazine", as well as travel trade publications.
 Wells Rich Greene BDDP, the worldwide advertising agency for ITT Sheraton, developed the campaign.
 Boston-based ITT Sheraton Corporation, a subsidiary of ITT Corporation (NYSE: ITT), is a worldwide network of more than 400 owned, leased, managed and franchised properties, including 295 upscale and luxury hotels, resorts and all-suites and 135 inns in 61 countries.
 -0- 10/21/93
 /CONTACT: Dolores Sanchez of ITT Sheraton, 617-367-5481/
 (ITT)


CO: ITT Sheraton Corporation; ITT Corporation ST: Massachusetts IN: LEI SU: ADV

CM-JL -- NE018 -- 5322 10/21/93 14:18 EDT
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Date:Oct 21, 1993
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