HYATT

BRAND CAMPAIGN
Rob McAlister, Taylor Hunt, Mike Laterza, Maggie Murphy, Carly Petertyl

CONVERSATIONAL
LIGHTHEARTED
WITTY
SOPHISTICATED
CHARMING
DELIGHTFUL
ENGAGING

HYATT HOTELS ARE

AGENTS OF EASY ACCESS
EXPERT GUIDES TO THE AREA
CREATORS OF THE TAILORED &
PERSONAL EXPERIENCE

CHALLENGES
MATURE BRAND THAT NEEDS UPDATING
DIFFERENTIATION BETWEEN OTHER PROPERTIES
LIMITED ADVERTISING INVESTMENT
LACK OF SOCIAL MEDIA PRESENCE
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THE COMPETITORS
TRAVEL BRILLIANTLY
CAMPAIGN

1.5MM

109K

PROUD HISTORY

#KIMPTONLOVE

72.5K

32.7K

BOUTIQUE-LIKE

WEEKEND BY
CAMPAIGN

1.2MM

133K

INDUSTRY LEADER

LIVE LIFE TO DISCOVER

CAMPAIGN

952K

66.5K

GLOBAL NAVIGATOR
7

COMPARED TO COMPETITORS
HUB FOR LOCAL
EXPERIENCES

@HYATTTWEETS
33K FOLLOWERS

HYATT HOTELS
73K FOLLOWERS

@HYATTCONCIERGE
40.5K FOLLOWERS

NO TRADITIONAL
AD CAMPAIGN
8

COMPARED TO COMPETITORS
133

1.50

109
1.20
0.95

66.5
40.5

0.07

*Likes in Millions

33

32.7

0.07

*Followers in Thousands

COMMUNICATION OBJECTIVES
Increase awareness of differentiation between
HYATT and other Hyatt properties by 10 percent by
Q3 of 2015.
Increase social media following across all profiles
by 20 percent by Q3 of 2015.
Increase reservations at HYATT by 5 percent by Q3
of 2015.
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WHAT SOURCE DO YOU TURN

TO FOR TRAVEL ADVICE?

5% 3%

2%

Friends &
Family
Online Travel
Sites

18%
5%

3% 1%

8%
11%
26%

46%

Review
Websites

52%
Local Experiences
Visiting Friends &
Family
Restaurants

20%

Hotel
Conceirge
Travel Books
Social Media

Tourist Attractions
Special Events
Night Life
Shopping

WHAT ACTIVITIES DO YOU ENJOY

MOST WHILE ON VACATION?
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TARGET AUDIENCES
Couples

Singles

15

COUPLES
More frequent in the winter
Younger couples (25-35 years old)
Interested in local scene
HHI of $100,000+

FRANK & MICHELLE

Couples

16

SINGLES
Professional college graduates
25-35 years old
Travel for special occasions
Around work schedules
Travel in groups
Share rooms and accommodations
Interested in local scene
HHI of $75,000+

Singles

LAUREN
17

CONSUMER INSIGHT

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INTERVIEW HIGHLIGHTS
MARK
DEVITO
44, Single,
Chicago

When we go on vacation, the touristy things are

fun but sometimes we want something more.

[When I travel I like to] lay out on the beach, go

on local excursions, and sightsee.

ROSANNA
GELSOMINI
29, Married,
Chicago

19

If consumers knew that HYATT can

make you an insider wherever you visit,

they would choose HYATT over the

competitors.

20

HYATT can...
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DIGITAL PRINT ADVERTISEMENTS

24

DIGITAL PRINT ADVERTISEMENTS

25

DIGITAL PRINT ADVERTISEMENTS

26

LOCAL COFFEE SHOPS

FIRST THING THE CUSTOMER
SEES WHEN THEY REACH
FOR THEIR MORNING CUP.
GIVEN TO LOCAL COFFEE
SHOPS IN THE SAME CITIES
AS HYATT HOTELS.

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LOCAL COFFEE SHOPS

LOCAL LATTE
COFFEE SHOP
CHOOSES THE FLAVOR
THAT BEST REPRESENTS
THEIR STORE.
EX. HAZELNUT CHAI LATTE
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SOCIAL MEDIA PROMOTION

TIED TO LOCAL COFFEE SHOPS AND BUSINESSES
CODE ON THE BACK OF COFFEE SLEEVES
TWEET THE CODE USING THE HASHTAG #HYATTCAN AND TAG @HYATT
WINNERS RECEIVE DISCOUNTS TO LOCAL BUSINESSES
GRAND PRIZE: THREE SEPARATE TRIPS FOR THREE
DIFFERENT WINNERS
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GUERILLA MARKETING
GEODESIC DOMES HYATT POPUP
Temporary HYATT replica
room or lobby.
HYATT concierge on-site
sharing knowledge about
local gems and activities.

CHICAGO
SEATTLE
NEW YORK CITY
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MEDIA TACTICS
SOCIAL MEDIA
LOCAL BUSINESS

GUERILLA

DIGITAL PRINT

33

DIGITAL PRINT
BUSINESS

LIFESTYLE

TRAVEL

34

EVALUATION
PRE- AND POST-CAMPAIGN SOCIAL MEDIA
ANALYTICS
BENCHMARK CONSUMER PERCEPTION OF
HYATT BRAND, MEASURE POST-CAMPAIGN
CHANGE
MEASURE CHANGE IN RESERVATIONS
37

WHY THIS WILL WORK

HYATT will have a greater social presence than in
previous years by creating points of access
across many platforms.
Guests can interact with the big idea by
creating their ideal experience.
HYATTs high-level service reinforces their
reputation as a trusted travel resource.
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