publication . Article . 2016

Rebranding Before the Digital Age: 4 Strategies Used by the Sheraton New York Hotel and Towers During the 1992 Democratic National Convention

Leora Halpern Lanz; Erinn Tucker; Juan Lesmes;
Open Access English
  • Published: 01 May 2016 Journal: Boston Hospitality Review (issn: 2326-0351, eissn: 2326-0351, Copyright policy)
  • Publisher: School of Hospitality Administration
Abstract
In 1992, New York City was undergoing a major revitalization in an effort to combat poverty and crime. The hospitality industry had much to contribute to these efforts like the Sheraton Centre Hotel. This hotel in particular was not only part of the city's drastic efforts to turn out its safety and public image, but it simultaneously leveraged its connection to the 1992 Democratic National Convention to lift its own rebrand.
Subjects
free text keywords: hotels, marketing, dnc, sheraton, new york, 1992, rebranding, repositioning, democratic national convention, Social Sciences, H
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