What's Happening?
Sheraton Hotels & Resorts has introduced the 'Goodnight Room' campaign, inspired by the beloved children's book 'Goodnight Moon.' In collaboration with Wieden+Kennedy New York and the estates of the book's
creators, Margaret Wise Brown and Clement Hurd, Sheraton has transformed the iconic children's bedroom into a real hotel room. The campaign, which spans TV, streaming, and social media channels, aims to evoke feelings of comfort and connection for travelers. A hero film features a working mother saying goodnight to her son via video call from a Sheraton room, showcasing moments that make hotel stays feel like home. Additionally, Sheraton has created an immersive Goodnight Moon Suite at the Sheraton Boston Hotel, complete with themed decor and amenities, available until February 28.
Why It's Important?
The 'Goodnight Room' campaign is significant as it marks Sheraton's continued efforts to enhance guest experiences and foster a sense of community within its hotels. By leveraging the nostalgia and familiarity of 'Goodnight Moon,' Sheraton aims to create a unique and memorable stay for guests, potentially increasing customer satisfaction and loyalty. The campaign also aligns with Sheraton's broader global transformation strategy, which includes redesigning properties to encourage gathering and connection. This initiative could lead to increased bookings and positive brand perception, benefiting Sheraton's business and its parent company, Marriott International.
What's Next?
Sheraton's campaign includes opportunities for Marriott Bonvoy members to bid for exclusive stays in the Goodnight Moon Suite, featuring special experiences like moonlit dinners and stargazing. The campaign also involves charitable efforts, with donations to Unicef and Children's Miracle Network Hospitals, and encourages Bonvoy members to contribute through reward points. As Sheraton continues its global transformation, the brand is expected to implement new lobby designs, flexible studios, and community tables, which have already shown positive impacts on guest satisfaction. These developments may further enhance Sheraton's reputation and attract more travelers seeking comfort and connection.
Beyond the Headlines
The 'Goodnight Room' campaign highlights the cultural impact of 'Goodnight Moon,' a book that has resonated with generations. By integrating elements of the book into the hotel experience, Sheraton taps into the emotional connections guests have with the story, potentially influencing their choice of accommodation. This approach reflects a broader trend in the hospitality industry, where brands seek to create personalized and emotionally engaging experiences to differentiate themselves in a competitive market.
