Assignment#2 - Emily Leung August 8th 2011 Assignment#2 On June 21st 2011 Sheraton Hotels Resorts launched a new $20 million advertising campaign

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Emily Leung August 8 th , 2011 Assignment #2 On June 21 st , 2011 Sheraton Hotels & Resorts launched a new $20 million advertising campaign “Meet You There”. This campaign was made to summarize the success of the three- year, multi-billion dollar rebranding effort. After a few years, Sheraton Hotels & Resorts have been intensely designing a new look for the company to gear towards what their consumers have been looking for. This marketing plan for Sheraton Hotels & Resorts have incorporated a lot of thought and careful planning in order for this launch to be successful. Executive Summary The entire rebranding effort was designed specifically to advertise that Sheraton Hotels & Resorts is about bringing people closer together and interacting at a social level within the hotel. As a major component of the design, Sheraton has blended the words business and leisure to become “ Bleisure” which is also a base aspect for their rebranding. Situation Analysis There are four components in a situation analysis: Target Markets, SWOT, Competition, and Service Offerings. After reviewing the rebranding efforts for Sheraton Hotels & Resorts their target market for their new marketing plan were consumers who wanted amenities that allowed more of a social gathering. Thus with the growing demand and their dynamic target market, IN SWOT analysis Sheraton has covered all aspects of strengths, weaknesses, opportunities, or
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This document was uploaded on 10/27/2011 for the course HTM 320 at UMass (Amherst).

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Assignment#2 - Emily Leung August 8th 2011 Assignment#2 On June 21st 2011 Sheraton Hotels Resorts launched a new $20 million advertising campaign

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