Client: Sheraton Sand Key Resort

Industry: Hospitality

Challenge: Sheraton has been a prominent global hotel icon for more than 70 years. It currently has over 400 hotels across six continents. Sheraton Sand Key Resort wanted to develop creative and fun ways to increase annual room bookings, and add value to their local community.

Solution: For the past 15 years, HCP has provided marketing, interactive and creative services, and support to the one-of-a-kind Sheraton Sand Key Resort in Clearwater Beach, Florida. In that time, HCP has played an active “brand police” role—making sure that all Sand Key materials are in alignment with the Sheraton brand platform and corporate identity, while capturing the distinctive features that set them apart from other Sheraton hotels.

Within the past six months, HCP and the Sheraton Sand Key received notification of a rebranding effort by the Sheraton brand. This rebranding would need to be rendered in all Sheraton Sand Key materials within a given timeframe. Because of the diversity within the Sheraton Hotels, corporate provided a color pallet from which all properties could select. The layout of all materials across the brand was mandated to be uniform; however, the colors chosen could reflect the differences in properties.

Within the last year, HCP went through all marketing material with the SSK team—brochures, packets, in-room handouts, website, menus, notifications, etc.—to decide the priority of redesigning each piece.

HCP completed the website and brochures, and works in constant coordination with the SSK team to update and maintain their corporate identity and unique characteristics. The most recent adoption of the Sheraton brand is evident through the mobile site that HCP developed on behalf of Sheraton Sand Key, for the convenience of leisure guests and meeting planners on the go.