Nameless No More: “Famous Yet Nameless” Campaign Aims To Make Historic Sonesta International A Star Boldly Driving Awareness Across New Travelers
While the campaign breaks through the industry noise, Sonesta’s path forward includes reinventing the storied brand: The James, and originating a new category leader: Sonesta Essential
Sonesta International Hotels Corporation (Sonesta) today dropped its first and travel industry disrupting new campaign: “Famous Yet Nameless.” The integrated campaign, which will roll out in four phases, marks Sonesta’s first significant effort to continue building name recognition as the brand has quickly become the eighth largest hotel company. Consumers can directly enjoy the company’s commitment through reinvigorated brand like The James, A Sonesta Lifestyle, and new ones that allow travelers to truly value what matters in their travel: Sonesta Essential.
The Famous Yet Nameless campaign was developed in partnership with RO New York to drive awareness and reframe the brand to consumers as it continues to grow and evolve rapidly to meet the needs of every type of traveler – from business to leisure to extended stay.
While some brands shy away from their new potential, at Sonesta, we embrace it and welcome new travelers to experience the incredible new offerings we as a company have committed to. 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. Elizabeth Harlow, Chief Marketing and Brand Officer of Sonesta
The creative concepting and execution of the campaign was 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 Famous Yet Nameless campaign. Greer has an acting career that spans over two decades and a consistent delivery of an excellent performance, but some may not be immediately able to put a name to a face, a direct tie to Sonesta’s storied history but subtle recognition.
From the beginning of the ideation process, we approached the campaign with authenticity and transparency, which we felt was critical to accurately illustrate Sonesta. We know that Sonesta has been an established hospitality brand with limited name recognition, and is embarking on a new path forward, so that drew us to the idea of veteran actors who have played many roles across genres that have maximum face recognition but minimal name recognition. The ‘I know her but can't remember her name’ is something the campaign leans into across various executions, and we felt like Judy Greer was the perfect fit to align with this concept. Rony Zeidan, Founder and Chief Creative Officer of RO New York
I am very thankful to Sonesta for making me their leading lady in their new brand campaign, which historically hasn’t always been the case. Through this partnership, I’ve discovered Sonesta properties in various cities and have absolutely loved my experience thanks to the amazing service and their attention to detail from check-in to check-out. actress Judy Greer
The reach of the campaign, which will run in four phases through 2024, will be extended through earned, owned, and represent the travel powerhouse’s most significant media approach in the company’s history. Additionally, to make it more relatable and reach a newer audience, Sonesta 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 to drive additional engagement and awareness for Sonesta and will continue to do so throughout the brand campaign roll out.
Alongside the launch of the new brand campaign, Sonesta’s continued explosive growth involves the launch of one exciting reinvention of a brand and the creation of a another.
The James, a Sonesta Lifestyle, represents and fulfills guest demands for crafted detail, classic but modernized feel, and exquisite beverage-forward outlets that encompass offerings which satisfy any craving. A 21st century luxury lifestyle brand by Sonesta, 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, amenities that meet their needs, so all they have to do is focus on why they're traveling in the first place.
The James is all about the modernist lifestyle traveler, while Sonesta Essential will attract the traveler that just wants to get the essentials done right. We are beyond confident that these two new brands will deliver experiences that our guests have told us they want. Rolling out these new brands this year will be an incredible sign to travelers and the rest of our competitors that Sonesta is offering unique experiences for travelers, while we continue to provide the same excellent service people can expect when they walk into each of our hotels. Vera Manoukian, Chief Operating Officer & Executive Vice President at Sonesta
For more information about Sonesta Hotels, visit Sonesta.com.
About Sonesta International Hotels
Sonesta is the 8th largest hotel company in the U.S. according to Smith Travel Research (STR) with approximately 1,100 properties totaling 100,000 guest rooms across 13 brands in nine countries. Sonesta owns, manages and/or franchises under The Royal Sonesta; The James, Classico Collection by Sonesta, Sonesta Hotels, Resorts & Cruises; MOD Collection by Sonesta, Sonesta Select; Sonesta Essential, Sonesta ES Suites, Sonesta Simply Suites, Red Lion Hotels, Inns & Suites by Sonesta; Signature Inn by Sonesta; Americas Best Value Inn by Sonesta and Canadas Best Value Inn by Sonesta. Redefining hospitality through its award-winning Sonesta Travel Pass loyalty program, Sonesta offers guests the opportunity to earn and redeem points for unparalleled value and personalized experiences. Sonesta Travel Pass members receive the best rates, earn immediate points towards free nights, and accelerated status progression based on stays. For more information about Sonesta, visit Sonesta.com or call 1.800.Sonesta. For information about how to join Sonesta's portfolio visit Franchise.Sonesta.com, email [email protected] or call 1.617.658.1596.
