Since its inception, Sheraton has been central to global communities and gatherings. In 2025, the hotel entered a new era as the brand's transformation took hold across North America and beyond, redesigning hotels and reimagining how guests connect, work, and unwind. To highlight features of the redesign that cater to work travellers seeking that balance of staying productive on the road, we chose to connect with business travellers on an emotional level.
We know so many of our business travelers are parents, and how important it is to them to have shared moments with their families, even on the road. Whether that’s a quick phone call or connecting over FaceTime to read a favorite book before bed with their kids. We wanted to create an unforgettable experience that would grab our audience’s attention and stay with them long after their stay ended, while creating a special moment for them and their families.
This brought us to the iconic children’s story "Goodnight Moon," and ultimately the Goodnight Moon Suite at the Sheraton Boston, an immersive suite, storybook-inspired stay that invited guests to step inside one of the most cherished children's rooms of all time.
We worked closely with the Goodnight Moon estate to bring the room to life with accuracy. From the green color that covered the room to the framed pictures on the wall, we made sure to include all the details. The green walls, the red carpet, a glowing fireplace, and whimsical details were designed to evoke a sense of familiarity for travelers of every generation. Guests even received milk, cookies, and of course, a plush bunny upon arrival.
To accompany the experience, we also created the film “Goodnight Room,” capturing the reality of business travel: a working parent winding down their day in a Sheraton room and finding a moment of connection with loved ones back home.
The Goodnight Moon suite garnered a ton of cultural buzz from The Today Show, Travel + Leisure, People, Forbes, and the New York Post, to name a few! The experience was such a hit that we kept it running 6 months past the original 2 months we planned for. With the help of Goodnight Moon, we not only connected with parents but also reinforced Sheraton’s reputation as a destination for business travelers. This campaign successfully engaged parents and, simultaneously, strengthened Sheraton's image as an ideal choice for business travelers. Two classics, reimagined.
