The Challenge

Better generate awareness of Sheraton’s new ad campaign tagline “Where Actions Speak Louder” while provoking change in existing brand perception.

The Execution

The Bait Shoppe developed a campaign called: Sheraton “Delight my Delay.” DMD sought to alleviate the stress that comes with the hustle and bustle of the holiday season by allowing consumers to use their delay as a means to win travel themed prizes. Installing kiosks past security at major airports, consumers could scan their boarding passes and convert their delay/wait time into chances to win using a custom UX. Consumers participating via social could tweet their holiday delay to @sheratonhotels with #delightdelaysweeps for a chance to unlock a prizes and pay them forward on a custom landing page.

The Strategy

94.8 Million Americans travel during the holidays – almost 1/3 of the country! Despite the joy of being ‘together’ over the holidays, flights are cancelled 2.6x more and the average consumer is delayed 94+ minutes.



Social Impressions


Consumer and Media Tweets


User Acquisition


Users Engaged at Airports