Sonesta has launched a new campaign “Famous Yet Nameless,” which focuses on boosting recognition of the hotel company’s brands—both old and new.
In particular, the company is promoting The James, A Sonesta Lifestyle, and Sonesta Essentials, its newest brand.
“The current wide-ranging campaign represents a new Sonesta and how we want to reposition ourselves in the world of hospitality while truly and authentically delivering for our travelers every single day. We’re thrilled to deliver a campaign that connects with the feelings of everyday travelers who identify with our concept in the creative portrayed by a wonderful star and our brands which mirror those subtle touchpoints that make a stay outstanding, always,” says Elizabeth Harlow, chief marketing and brand officer of Sonesta.
The creative concepting and execution of the campaign were led by advertising and branding agency, RO New York, with ideation beginning in May of 2022. Sonesta immediately partnered with actress Judy Greer to be featured in the first phase of the campaign. Greer has an acting career that spans over two decades, but as the company explains, is someone many people may not immediately be able to put a face to her name, which ties in with the campaign.
Additionally, the company partnered with travel and lifestyle influencers, including Hannah Ann Sluss, Mada Graviet, Luann Diez, Dayna Bolden, and Mary Ralph Lawson, each of whom will be featured in the second phase of the creative campaign debuting later this year. The influencers curated unique content to share with their audience as well as to drive additional engagement and awareness for the company and will continue to do so throughout the brand campaign rollout.
“The James, a Sonesta Lifestyle, represents and fulfills guest demands for crafted detail, a classic but modernized feel, and exquisite beverage-forward outlets that encompass offerings that satisfy any craving. A 21st-century luxury lifestyle brand, The James brings with it a hospitality that is at the same time refreshingly old-fashioned and excitingly futuristic. With Sonesta Essential, Sonesta believes that the most important part of travel is the thrill of it: being somewhere new or different, even if only for a night. Essential offers guests just that, the essentials, ones they need while on the road—a comfortable bed, a clean room, and amenities that meet their needs, so all they have to do is focus on why they’re traveling in the first place,” a press release on the campaign states.