PairedSEPTEMBER 2015

Marketing Toolkit

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Table of Contents

04 ABOUT THIS TOOLKIT

05 PROGRAM OVERVIEW

08 PUBLIC RELATIONS GUIDANCE

22 SOCIAL MEDIA GUIDANCE

34 MARKETING ASSETS

47 ASSOCIATE EDUCATION

50 TONE OF VOICE, STYLE + USAGE

56 CONTACTS

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About this Toolkit

This toolkit provides guidance for propertiesto activate and drive awareness for Paired, thelatest lobby bar food + beverage programfrom Sheraton. Written primarily for GeneralManagers, Sales + Marketing associates,Social Media Champions and Culinary teams, itcontains information related to publicrelations, social media, marketing, and events.

What is Paired?

Paired is a reinvented lobby bar food + beverage programfrom Sheraton, building on global trends in world of cuisine.

It is a creative framework designed to spotlight our culinaryteams, elevate the guest experience, support the Sheratontransformation story, and drive incremental revenue.

Paired brings Small Plates, Sheraton Selects (our premiumwine program), Craft Beers + Bar Snacks together under oneprogram, united by the notion of unexpected pairings.

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Why Paired?

Today more than ever before, our guests want toexperience more…and with less time. They cravenew, authentic experiences, and they want travelto open their lives—not complicate it.

At Sheraton, we believe that actions speak louder.Paired is designed to delight our guests with asimple action. Going one step further thancreating a great menu, Paired curates unexpectedflavor combinations that allow guests to expandtheir palates and explore new tastes. Paired alsodrives revenue to our hotels and provides freedomwithin a framework that highlights the collectivecreativity of our associates around the world.

Paired Timeline

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OCTOBERAUGUST SEPTEMBER NOVEMBERJUNE JULY

Program Launches in Hotels

7/27 Press Release

Program Inspection Begins

Sheraton 2020 Advertising Campaign (includes Paired)

Associate Wine Education on Development Center

Property Activation

Public Relations

Key Messages

• Sheraton is reinvigorating its lobby bar experience with imaginative menu additions through Paired, a new food and beverage program built on the concept of unexpected pairings

• Comprised of artisanal small plates and elevated bar snacks, served alongside suggested premium wines and local craft beers, Paired delivers a fresh take on the Sheraton culinary experience

• Paired stretches the boundaries of traditional pairing principles by blending ingredients together in new and unexpected ways for guests

• Experimenting with regional fare and fusions of global cuisines, the menu often features locally-inspired ingredients, with offerings from Sheraton Selects, a premium wine menu of highly-rated wines, and craft beers, sourced specifically from choice local brewers

• Through its expanded lobby bar menu, Sheraton enables guests to experience more of each destination’s cuisine, while also challenging them to expand their palates

• Each small plate is accompanied by an unexpected recommendation for one craft beer and one premium wine

• With Paired, Sheraton continues its partnership with Treasury Wine Estates by including best-in-class vintage selections from the global wine company on the menu

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Key Messages (cont’d)

• For Guests: – The Paired menu concept delights the palate and invites exploration with unexpected local flavor and fusions of

global cuisines

– Knowing the right beverages can enhance any dish, Sheraton carefully handpicks premium wines and craft beers to complement each unique small plate and accentuate its flavors

• For Hotels: – Paired provides freedom within a framework, inspiring local properties to infuse regional fare and to tap the creativity

of chefs, sommeliers, bartenders and associates when creating enticing and imaginative menus for their lobby bars

• For Sheraton 2020: – Paired demonstrates our commitment to continuously innovate the Sheraton guest experience

– Our guests seek to experience more with less time, and they want travel to open up their lives, not complicate it; Paired delivers on those desires, meeting the high expectations of our guests and continuing the momentum of our Sheraton 2020 plan

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Suggested PR Activation Ideas

• Table-Side: Invite media to your property for a personalized Paired tasting experience led by the Executive Chef or appropriate member of the culinary team

• Tasting Tuesday: Make Paired the theme of your recurring GM cocktail hour or SPG member reception; drive participation by distributing invitations at the lobby SPG desk, via Club/VIP Manager pre-stay communication, and via in-room voicemail, and invite the culinary team to discuss the creative process behind the menu

• Paired 101: Invite your chef and / or sommelier to host a “Paired 101” class in the lobby bar; provide guests with the opportunity to learn the art (and science) of flavor pairing, as well as recreate one or two signature small plate dishes at home; encourage guests to experiment with wines and craft beers to create their own unexpected pairings

• Paired Swap: Contact another Sheraton property, and exchange Paired menu items which include representative local flavors or ingredients; feature one or more pairings from that property on your Paired menu to highlight the global nature of our portfolio

The following are suggested event ideas to drive local media interest in Paired

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Suggested PR Activation Ideas (cont’d)

• Unexpected Mash-Up: Invite two musicians from contrasting genres (or two DJs) to perform in your hotel, bringing alive the concept of unexpected pairings while featuring the Paired menu

• True Unexpected Pairings: Invite two influencers or subject-matter experts from different backgrounds or fields (for example: comedian + politician, artist + scientist) to co-present and answer questions during a “Paired hour”

• Paired Pop-Up: Drive awareness for Paired by activating the program in a pop-up format (e.g., food truck) or in unexpected, high-traffic off-site locations

• “Blind Dine”: Test the tasting prowess of media and guests to learn who has a nose for wine or can pick out an ingredient by taste; the participant who identifies the most tastes accurately wins a Paired voucher (or a prize of the property’s choosing)

• Matchmaking: Partner with a leading dating site or high-profile matchmaker to host lobby tastings for singles and other matchmaking mixers featuring items from the Paired menu

• Pair Up: Engage local, up-and-coming chefs in your local market to “pair” with your hotel’s culinary team and create new offerings for your Paired menu

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Additional Property Activation Ideas

• Lobby Tastings: Partner with a local craft brewery, winery, and/or distributor to offer educational tasting sessions in the lobby bar or adjacent area, and use these tasting events to sample premium wines and craft beers available on the Paired menu and ultimately drive purchase in the lobby bar. Where applicable, negotiate complimentary tasting tours for guests at nearby breweries or wineries and facilitate transportation to / from the hotel. Consider leveraging distributor resources to experiment with pairing small plates with craft spirits (e.g., bourbon, tequila) in addition to wines and beers to expand the program and drive further engagement.

• Paired VIP Amenity: Adapt one or more unexpected pairings from the Paired menu as an amenity for VIP guests, including a handwritten note from the General Manager inviting guests to experience the program in its entirety in the lobby venue. Also consider offering small samples from the Paired menu to guests on line during busy check-in times (suggest non-alcoholic beverage pairings)

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Additional Property Activation Ideas

• Paired for Group Business: Invite prospective customers to experience Paired in the lobby bar during site visits, and offer Paired as a custom reception option for groups; include the current Paired menu items on catering menus, and create an upsell opportunity by allowing the chef to create a custom Paired menu specific to the group’s purpose or preferences

• Associate Engagement: Drive engagement internally by offering discounts or vouchers for the Paired menu that can be redeemed by associates’ friends and family; consider making the discounts or vouchers valid during slower periods to drive lobby bar occupancy. Use Paired vouchers as a reward for top-performing managers or associates, and consider exchanging them with other Sheraton hotels to increase the value of the incentive

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Paired Activation DOs + DON’Ts

• Plan in advance. Give your property and region enough time to pull together a unique event and to invite local influencers and media

• Alert the media and tailor your invitations accordingly. As you plan Paired events, make sure you are communicating with media on an ongoing basis (but not too much)

• Source appropriate social media influencers. In preparation for any Paired events, source and select one or more media influencers with a substantial following to attend the event; ask those influencers to post reminders or teasers prior to the event

• On-site media relations. Provide on-property opportunities for journalists, such as solo Paired tasting experiences, events, and in-person interviews with the chef / sommelier

• Stay true to Sheraton 2020. As you are planning, make sure all Paired assets and collateral are on-brand for Sheraton and the Sheraton 2020 10-point plan; if there is ever a question of “does this feel right for Sheraton?” please connect with your regional leaders to ensure alignment

DO:

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Paired Activation DOs + DON’Ts

• Post-event media relations. Follow up with media who attended so you are able to provide any assets they may need for stories; properties can also draft post-event media alerts which include details from the event, notable attendees, and photos (hi-res or Instagram) with captions (all must be approved by PR Brand Team)

• Capture content at all events. Develop a shot list, and hire a photographer / videographer or assign an employee to capture moments from Paired events; when sharing the photos with media, make sure to provide the suggested photo captions to ensure that the hotel, people, and most importantly, the event, is properly credited (all must be approved by PR Brand Team)

• Include Paired when possible. Integrate Paired programming at larger property events, such as Grand Openings

• Share secured coverage. If your Paired programming secures great press coverage, please share with your regional leader

DO:

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Paired Activation DOs + DON’TsDON’T:

• Overcomplicate the message. Our goal is simple—to provide hotel guests with a fun and unique culinary experience

• Blanket the media. Take the time to customize your message to journalists

• Promote unannounced brand offerings. As Sheraton 2020 continues to ramp up, please do not publicize offerings not yet made public

• Forget to follow up. Take a few minutes to make follow-up calls to target journalists whom you believe would be interested in a story

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Press Materials

• For any property hosting a Paired event, the Sheraton Corporate PR team has provided all hotels and Global Divisional Teams with press materials that can be customized and tailored to garner local coverage for each hotel; these include: • Press Release template: Template release that can be customized to publicize local events to key media.

• Media Alert template: To be shared with local news desks/stations prior to events to help drive media interest

• Before distribution, properties should run these materials past the Corporate/Divisional PR team for brand approval

• Once finalized, materials will be shared with all GMs, on-site PR representatives and appropriate Global Divisional PR Leads several weeks prior to the launch

• High-res Paired photography is available for media upon request

• Please direct all questions regarding press materials or launch / sustaining PR activities to Tanya.Elm@starwoodhotels.com

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Press Materials (cont’d)

• Press materials should be drafted by each hotel’s PR lead / agency and approved by the GM

• In preparation for the launch of Paired locally, the Brand / Divisional PR team must approve all press materials on behalf of the hotel (including releases, media alerts, bios, fact sheets, pictures and captions, etc.)

• Each hotel team should liaise with Brand / Divisional PR team on approval process– This includes all owned or third-party press materials during pre-event planning

• Please allow 7 to 14 days for Brand PR approval

• It is highly recommended to secure visual assets (e.g., expert / influencer head shots, photos demonstrating Paired activities, etc.) and property photography that can be shared with press as part of pre-event launch press announcements

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Media Requests Spokespeople

• Regional / Divisional Media– Please consult your Divisional policy on approved spokespeople

– All interview requests for brand executives must be organized through the Brand PR team; please submit interview requests to Tanya.Elm@starwoodhotels.com

• Local Media– The General Manager is the only authorized spokesperson to speak on behalf of his / her

hotel (but not on behalf of the brand) and is authorized to speak only to local media outlets (including local newspaper(s), magazines, broadcast)

– Exceptions to this rule will be permitted only with explicit permission from the Brand PR team

– Hotel associates are not permitted to speak to the media

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Media Requests Global Media

• Starwood has a wide-reaching global PR network. Divisional PR leads sit in Brussels (covering Europe, Africa, and the Middle East [EAME]), Buenos Aires (covering Latin America [LAD]), and Singapore (covering Asia Pacific [AP]). Within each division, there are regional PR contacts (e.g., China, Spain, UK, etc).

• Divisional PR leads liaise directly with these Regional PR contacts to communicate news / press releases on behalf of our hotels. If you receive any international media requests, please send them to the Brand PR team, who will liaise with the appropriate divisional/regional PR leads.

• If your hotel has specific international feeder markets, the Brand PR team can coordinate a call / meeting with the Divisional PR leads to discuss ways the network can support.

• Please direct international inquiries to Tanya.Elm@starwoodhotels.com.

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Social Media Guidance

Global Strategy Overview#PairedPerfectly content will be featured across all global social channels including Facebook, Twitter, Weibo and Instagram showcasing the following:

• Examples of unexpected pairings

• Introduction of craft beers + elevated bar snacks

• Continuation of our Sheraton Selects program

• Global and local event activations

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Objectives + Measurement

Primary Objective: Generate maximum awareness of #PairedPerfectly in order to educate aboutthe new Paired brand program while improving perceptions within our existing social community

Key Performance Indicators: Usage and performance of content tagged #PairedPerfectly

This section of the toolkit is designed to help properties activate and amplify messaging around#PairedPerfectly. To enable us to track performance of the program, please be sure you are usingthe proper program hashtag, #PairedPerfectly, and posting all content through Sprinklr.

Properties are encouraged to post their own content as well as leverage global content in order toachieve that objective. Global content can be found in Sprinklr in a Paired-specific content board(see p. 28): http://bit.ly/1JtrIsu

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Image + Copy

Option 1: Introducing Paired, featuring unexpected food, wine and craft beer pairings. Because sometimes bending the rules is more fun. #PairedPerfectly

Option 2: Seared scallops with a full-bodied red or a hoppy IPA? Yes, please. Say hello to unexpected pairings with our new lobby bar program. #PairedPerfectly

Option 3: We believe in small things…with big flavor. Introducing small plates #PairedPerfectly with Sheraton Selects and local craft beers.

Please find below sample posts to support #PairedPerfectly. We encourage you to develop your own content and utilize the Paired content board found in Sprinklr: http://bit.ly/1JtrIsu

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Tips for Food Photography

• Lighting: Be sure to have the proper lighting when capturing your #PairedPerfectly images. Use natural light whenever possible. Avoid using a flash!

• Angles: Key to a beautiful shot is finding the angle that works best for your subject. Experiment with images taken from the side of your food and from overhead, and determine which works best for your set-up.

• Set the Stage: Be sure food being photographed looks appetizing! It is important to shoot food within minutes of being prepared. Consider “misting” with water or olive oil to give it a glow.

To capture imagery to support Paired, we worked with three social photographers to ensure that our content was relevant for our social media channels. Take a look at their feeds to get inspiration!

Photographers: Aubrie Pick (US) Evi Abeler (US/Germany) Laura La Monaco (Italy)

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Inspiration for Food Photography

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Using Content in Sprinklr

• Content Management Board: Global imagery to support the Paired program can be leveraged on Sprinklr in a content board found here: http://bit.ly/1JtrIsu– Please be sure you are logged into Sprinklr first before trying to access the content board

• Content Tagging: Whenever posting content to social channels, please post through Sprinklr to ensure that we are able to track the reach and engagement of property posts

• Tagging: SHERATON, BRAND PROGRAM, PAIRED

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General Social Media Guidelines

• Post in relevant and timely manner

• Make copy short and concise• Use #PerfectlyPaired to boost

discoverability• Tag related properties,

influencers, and property restaurants

FOLLOW POST BEST PRACTICES

• Maintain the global Sheraton tone of voice (see p. 50)

• Work within brand style guidelines to produce engaging and shareable content

• Follow brand guidelines across all marketing

• Incorporate global content whenever applicable – see Sprinklr content board: http://bit.ly/1JtrIsu

• UGC: Obtain the proper permission and correctly attribute sources (see p. 33)

BE ON BRAND SOURCE CONTENT + OBTAIN PERMISSIONS

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• Keep text short + concise• Tag related properties, global

brand, and partners• Use relevant hashtag

#PairedPerfectly• Geo-target and translate posts

as needed• Post content through Sprinklr

whenever possible to enable tracking of program content

POST

• Engage with user-generated content posted about the program

• Monitor timing (cadence, time of day, days of week, etc.) to optimize posting times and generate the highest engagement

ENGAGE WITH YOUR FANS OPTIMIZE

Facebook / Weibo Channel Overview

Twitter Channel Overview

• Limit character length of posts; brevity is key (limit is 140 characters)

• Include hashtag #PairedPerfectly to expand reach + discoverability

• Be sure to include a photo illustrating the program whenever possible

• Favorite, Retweet, and Respond to guests’ posts

• Retweet relevant #PairedPerfectly content from Global Brand (program content and press)

• Post content through Sprinklr whenever possible to enable tracking of program content

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• Geo-tag your location when posting images to your property Instagram handle

• Tag related properties, global brand, and partners

• Leverage imagery on the Paired content board on Sprinklr whenever possible

POSTS

• Keep captions short and concise

• Limit hashtag usage in caption to a maximum of 3; must include #PairedPerfectly

• Engage with the community by liking and commenting with guest photography that has been– Tagged with the property handle– Geo-tagged at the property location– Using the #PairedPerfectly hashtag

• Highlight UGC by reposting to the property channel, but– Receive permission from guests first

(see slide 33)– Do not repurpose UGC when a guest’s

face is visible

CAPTIONS ENGAGEMENT

Instagram Channel Overview

Obtaining Permission for User-Generated ContentGuest at our properties can be a rich source of photography and content for our social channels. Before using this content, please follow the process below to legally source the proper permissions.

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Comment on the photo, asking the user if we may repost their photo through our account and tag them in it.

Once user responds with their permission to repost their photo, screen-shot the confirmation.

Repost the image, and craft a photo caption that directly attributes the photo to the guest.

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Marketing Assets

Program Copy

PROGRAM OVERVIEW – For PR, Websites + General Program MessagingSavor the unexpected with Paired, our menu of expertly crafted couplings. Highlighting imaginative ingredient combinations, Paired delights the palate and invites exploration. Handpicked wines and craft beers complement each unique small plate and accentuate rich flavors.

LONG FORM COPY – For F+B MenusSavor the unexpected with Paired, our menu of expertly matched small plates, premium wines and craft beers. Highlighting imaginative ingredient combinations, Paired delights the palate and invites exploration.

MEDIUM FORM COPY – For Posters and On-Property MessagingPaired delights the palate and invites exploration with expertly matched small plates, premium wines and craft beers.

SHORT FORM COPY – For More Succinct On-Property MessagingInspired ingredients, expertly matched

PROGRAM HAGHTAG – For Social Media#PairedPerfectly

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The following brand-approved program copy may be used to message the program

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Website

• The new global website, Sheraton.com, features a dedicated Paired page

• Properties are encouraged to feature Pairedon Independent Property Pages. Please use the vanity URL Sheraton.com/Paired to drive to the following destination URL:– https://www.starwoodhotels.com/sheraton/about/index.html?cat

egoryId=brand.fnb.paired

• Approved program copy is available on the previous page and on Sheraton.com/Paired

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Guest Communications

• A Paired banner asset will run in pre-stay Guest Communications emails in Q4 2015, driving to the Paired page on Sheraton.com

• Accompanying copy will read as follows:– Savor the unexpected with Paired, our menu of expertly

matched small plates, premium wines and craft beers. Highlighting imaginative ingredient combinations, Paired delights the palate and invites exploration.

Collateral

Menu Tent Card: AP, EAME, LARequired

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Available in three optionsEnglish + BilingualSAL asset # she3289.167325

Menu Insert (North America)Required

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SAL asset # she3290.167326

Savor the unexpected with Paired, our menu of expertly matched small plates, premium wines and craft beers. Highlighting imaginative ingredient combinations, Paired delights the palate and invites exploration.

CoasterRequired (AP, EAME, LA); Recommended (NA)

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Available in three optionsSAL asset # she3279.146815

Elevator PosterRecommended

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Available in three optionsEnglish + Bilingual SALasset # she3285.167321

Heart of House PosterRecommended

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Available in three optionsEnglish + BilingualSAL asset # she3286.167322

Keycard InsertRecommended

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Available in three optionsEnglish + BilingualSAL asset # she3284.167320

F+B Associate Education TemplatesRecommended

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8.5” x 11” training sheet (MS Word)SAL asset # she3287.167323

3” x 5” note card (MS Word)SAL asset # she3288.167324

Program Collateral for Countries Where Alcohol is ProhibitedAll templates labeled “Non-Alcoholic” on Starwood Asset Library; keyword #PairedPerfectly

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Item SAL asset # Status

Bilingual Menu she3295.167644 Required

Coaster she3291.167640 Required

Key packet Insert she3292.167641 Recommended

Elevator Poster she3293.167642 Recommended

HOH Poster she3294.167643 Recommended

Associate Education

Wine Fundamentals: From the Vine to the Glass

Sheraton Hotels & Resorts has partnered with Treasury Wine Estates to advance our fundamental knowledge of wine. We aim to model our education program around the Court of Master Sommeliers structure that includes multiple stages to become a Master Sommelier.

Launching October 2015 Wine Defined: a 45-60 minute e-learning that will take associates through wine fundamentals with specific attention to food pairings, sales and handling procedures. Module will be required for all F+B venue associates.

Launching January 2016Wine Sense: a 60-minute e-learning module dedicated to venue leaders that will focus on proper storage and championing a wine culture in your hotel. Module will be required for all venue leaders. This module will also be a pre-requisite for our Hub Training Sessions.

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Wine Fundamentals: From the Vine to the Glass (cont’d)

Launching March 2016 Wine Summits: A full-day offsite where property associates / leaders have the opportunity to learn from Master Sommeliers and the education team at partner estates. These wine summits will focus on experiencing and learning to create the premiere experience for our guests. Wine Summits are strongly recommended for property F+B leadership.

Launching April 2016 Wine Scholarships: Our wine scholarship program will inspire and motivate our associates to put their knowledge to the test. Using upselling and other agreed upon goals / measures, wine scholarships will be provided to excelling associates to further their education at partner vineyards and estates.

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Tone of Voice, Style + Usage

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Tone of Voice

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Tone of Voice

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Tone of Voice

Style + UsagePlease refer to the following guidelines when messaging Paired

• Please follow the translation guidelines on p. 55

• In English, always refer to the program as Paired (not “Paired by Sheraton” or “Sheraton Paired”)

• When mentioned in sentence or paragraph form, the program name should appear in regular sentence case, with the first letter capitalized (Paired, not PAIRED, Paired, or Paired)

• Do not add a registration mark or trademark after the program name (Paired, not Paired® or Paired™)

• Use Sheraton Selects to refer to the premium wine portion of Paired

• Use the terms craft beers, small plates, and bar snacks (note: plural for all) when describing the individual components of the program

TranslationPlease following these translation guidelines for Paired:

• Chinese, Japanese + Korean: Paired should be translated, not transliterated, in headlines; in body copy, the English program name should appear in parentheses following the first instance of the translated program name

• Thai + Bahasa: Paired should remain in English everywhere

• Spanish + Portuguese: Paired should appear in English in headlines; in body copy, Paired should be translated and be followed by the English name in parentheses for the first occurrence

• EAME languages + North America (Quebec): Paired should remain in English everywhere

Contacts

Asia-Pacific EAME Latin America North America Brand Brand Brand Brand

Vincent Ong Vincent.Ong@starwoodhotels.com

Elena Mendez Elena.Mendez@starwoodhotels.com

Trip Barrett Trip.Barrett@starwoodhotels.com

Sheraton NADSheratonNAD@starwoodhotels.com

F+B F+B F+B F+B

Glendon OonGlendon.Oon@starwoodhotels.com

EAME F+BF&b.eame@starwoodhotels.com

Miguel PiñeroMiguel.Pinero@starwoodhotels.com

Allison GlassmanAllison.Glassman@starwoodhotels.com

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GlobalMarketing PR F+B Guest Experience

Adam GoldAdam.Gold@starwoodhotels.com

Tanya ElmTanya.Elm@starwoodhotels.com

Kathleen YehKathleen.Yeh@starwoodhotels.com

Debby SencenDeborah.Sencen@starwoodhotels.com