Sheraton Global Out Of Office Day

The Brief

Sheraton Hotels & Resorts Singapore engaged Fourth Wall Events to produce their ‘Global Out Of Office Day’, an international celebration of their lobby-based communications centres available in Sheraton Hotels.

The desired outcome was to reach as many consumers as possible and increase their awareness of the unique offering by Sheraton. The day included a simultaneous international celebration. A PR campaign was to be integrated into the delivery to ensure the event was expanded beyond the day.

The Approach

Fourth Wall Events partnered with a consumer PR company, Res Publica, to create an outdoor based activity in the heart of Sydney CBD. This literally created an ‘Out Of Office’ experience in which consumers were invited to spend a part of their day enjoying the sun, atmosphere and entertainment.

The 450 square metre installation was errected in front of one of Sydney’s busiest traffic areas…Customs House. This enabled the campaign to take advantage of the foot traffic of morning, lunch and evening commuters, however created huge logistical problems for Fourth Wall Events to overcome as the site was never closed and had numerous restrictions that had to be managed.

A fully functioning, open-air marquee with 64 WiFi computer terminals on custom made furniture that mirrored the internationally designed look of the Sheraton was installed overnight. Each computer was tailored with a different destination as its’ home page and linked back to a key card, of which over 35,000 were handed out, that guests could use to gain free internet access and a chance to win an overseas trip, while giving Sheraton a great database.

The Results

Over 7000 people visited the site, over 7000 people went to the web-site and 35,000 key cards were given out potential clients. The result also generated press in the Australian Financial Review and BRW. Sheraton declared that the Sydney launch was the highlight of the entire international day.