‘Goodnight Moon’
Creative Execution:
Sheraton unveiled a brand film reimagining the Margaret Wise Brown children’s book ‘Goodnight Moon’. The creative introduced the newly transformed Sheraton with a brand film, social content and a brand activation that turned a physical room at the Sheraton Boston into an immersive storybook stay for guests and their families
Business Problem:
After global renovations to modernize Sheraton Hotels, the brand faced a perception gap with the target audience, business travelers, who viewed the brand as a dated choice.
Strategic Insight:
We recognized that a significant percentage of our target audience were parents who experience of calling home to read a bedtime story. Business travelers weren’t just about ‘business’ but they are real people who have lives outside of work. We framed Sheraton as a place that doesn’t take you away from your family while you’re on the road.
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