Sheraton Hotels & Resorts has launched a $100 million multi-channel marketing campaign, which includes its first comprehensive advertising effort since 2011 and marks the brand’s return to television for the first time in nearly a decade.

Titled “Where Actions Speak Louder,” the new campaign, which is slated to run through 2017, is designed to boldly communicate ongoing enhancements to the Sheraton guest experience, including new products and partnerships, a renewed focus on service, and an elevated look, feel and design for the flagship brand of Starwood Hotels & Resorts Worldwide.

According to Adam Aron, chief executive of Starwood Hotels & Resorts on an interim basis: “Where Actions Speak Louder” is part of Sheraton 2020SM, a comprehensive plan to solidify Sheraton as a leading global hotel brand of choice, everywhere.

“As Starwood’s largest, most global and fastest growing high-end brand, Sheraton is a key priority for the company.

“We are at the beginning of a five year journey to change both the reality and perception of the Sheraton brand, and we have already made important improvements that guests will increasingly notice when they arrive at our doors,” said Aron.

“With this sophisticated new advertising campaign, we intend to turn heads and give consumers a compelling reason to take another look at Sheraton, while keeping this iconic brand on the pedestal it so richly deserves.”

The campaign features striking images of both guests and associates, and highlights signature aspects of the Sheraton guest experience, such as a premium sleep experience, the new Paired food and beverage program, updated meetings offerings, Sheraton Club and the new Sheraton Grand premier tier of hotels.

The advertisements were shot at the Sheraton Chicago Hotel & Towers by acclaimed photographer Mark Seliger, who, in keeping with the Sheraton brand’s dynamic evolution, brings an elevated, modern sensibility to the campaign.

Starting September 21st, the Sheraton brand’s first TV spot in nearly ten years will begin airing on national networks and global cable channels, including ABC, ESPN, CNBC and CNN International.

Director David Edwards will bring cinematic treatment to the 30-second commercial, which was shot at the famed Sheraton on the Park in Sydney, Australia.

The “Where Actions Speak Louder” campaign will also feature digital creative, including video and banner ads, on sites like YouTube, AOL and Facebook, as well as a 60-second cut of the commercial that will air on rotation in more than 150,000 Sheraton guestrooms globally.

Marcel New York, A Publicis Groupe agency, was selected by Starwood to lead creative responsibilities, while PGR and Razorfish managed the media planning and buying in North America.