Sheraton’s largest property in Times Square generates in excess of 25% of its annual revenue each year. Slated for complete exterior restoration over several years, the hotel was rightfully concerned about putting on a friendly face appealing to business and leisure travelers.
White Horn Group was asked to bring our unique blend of brand positioning, unconventional solutions and appropriate humor to solve a 60 story high problem. Taking our cues from the Times Square neighborhood we developed a fun and highly engaging peek of Sheraton’s intentions for the gigantic project. By fully wrapping the entire structure in a changing skin showcasing the new interiors – complete with full size renderings of future people and activities – we gave life to an otherwise blank façade.
The solution supports Sheraton’s position as a leader n the hospitality business while giving a landmark property personality all its own