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In the business travel market, any hotel could offer a list of interchangeable services. What would make a chain stand out? Something as simple yet as intangible as the promise of a feeling. The feeling that no matter where you are, you feel like you're at home there. A human feeling amidst the inhuman nature of travel. The Sheraton campaign created this feeling on a global level, summed up by a tagline that was both a promise of an experience and an invitation to join in, saying simply, "belong".

Television and print engaged viewers emotionally to feel a sense of universal belonging; the website extended the "belong" invitation in a very specific way, by letting visitors to create their own stories about wherever they were staying and then see them appear spontaneously on the site.