Sheraton Centre Toronto
Turning a flagship hotel into
a year-round lifestyle destination.
Sheraton Centre Toronto's post-pandemic transformation brought to life through content, creators, and social storytelling, helping position the property as a destination for both travellers and locals.
Social media content designed to showcase Sheraton Centre Toronto's vibrant spaces, amenities, and guest experiences
Shifting perception from stay to social destination.
Following the pandemic and alongside Sheraton's global brand transformation, Sheraton Centre Toronto was focused on reintroducing the property to both travellers and local audiences. As one of the first hotels in the network to implement the new Sheraton experience, the opportunity was to showcase that transformation while reinforcing the property's role as a destination within the city.
With multiple restaurants and bars, an all-season pool, premium amenities and unique guest experiences across the property, Sheraton Centre offered far more than traditional accommodations. The challenge was to bring those experiences to life through social channels, expand the brand's appeal beyond overnight and conference guests, and maintain the premium standards expected of a flagship property.
People connect with a place through
culture, gathering and experience.
The transformation of the Sheraton brand created an opportunity to tell a richer story about the property; over cocktails at 43 Down, coffee at Dual Citizen, poolside on weekends and in the moments guests share while experiencing the city.
While the hotel had invested significantly in new spaces, amenities and guest experiences, bringing those experiences to life consistently through social required a dedicated content engine and creative approach.
By combining ongoing content creation, creator partnerships and social-first storytelling, we helped translate Sheraton Centre Toronto's broader marketing strategy into engaging digital experiences that showcased the full breadth of the property experience.
25K+
Combined social community across Sheraton Centre Toronto, 43 Down and Dual Citizen
5.8%
Year-over-year audience growth across the portfolio
207K+
Audience reached through organic channels in the first four months of 2026
30%
Of annual reach goals achieved within the same period
A social system built around hospitality, lifestyle and local relevance.
A social system designed to support Sheraton Centre Toronto's brand transformation and broader marketing objectives.
- 1Developed tailored content strategies, creative direction, and publishing calendars for Sheraton Centre Toronto, 43 Down, and Dual Citizen, allowing each brand to maintain its own voice while contributing to a cohesive property-wide story.
- 2Produced a steady stream of photography and mobile-first video content that reflected the evolving energy of the property, its amenities, and seasonal guest experiences.
- 3Balanced elevated brand visuals with timely, social-first content that made the Sheraton experience feel both aspirational and approachable.
- 4Partnered with food, lifestyle, and travel creators to authentically showcase the property's amenities and experiences, reaching new audiences and encouraging discovery.
- 5Developed campaigns tied to staycation packages, partnerships, holiday programming, and on-property experiences to drive engagement, visibility, and audience growth throughout the year.
An integrated social content ecosystem supporting Sheraton Centre Toronto's brand transformation and destination positioning
Sustained audience growth and engagement, helping establish Sheraton Centre Toronto as a destination for both travellers and locals.
Three functions, one connected system.
Our work is structured around three core functions:
Build Brand Preference
Lifestyle-led storytelling positioned Sheraton Centre as more than a hotel, creating relevance with both travellers and local audiences.
Drive Discovery & Consideration
Content across dining, amenities, and seasonal experiences encouraged audiences to see Sheraton Centre as a destination worth visiting, booking, and sharing.
Grow Community & Engagement
An always-on system of content, creators, and campaign moments translated into sustained audience growth, stronger engagement, and increased visibility across platforms.
Pinch doesn't just execute social, they understand how it fits within our broader marketing strategy. Their team approaches every initiative with a clear focus on growth, engagement, and commercial impact, consistently connecting social back to wider business objectives. They've become a true partner and an extension of our team, collaborative, proactive, and genuinely invested in our success.
The Social-to-Pipeline Gap in B2B Marketing.
Social media activity, without pipeline. What's missing?
Read the Report