With many hotel marketing focusing on homey experiences, these insights left an interesting "white space" that hadn't been captured, said Maryam Banikarim, global CMO, Hyatt.
Hyatt Regency worked with Pereira & O'Dell on the campaign, which is aimed at both consumers and meeting planners. The campaign includes TV, social, digital, outdoor and print media, in-hotel activations and conference take-overs that will roll out through November. And with a whimsical tone, the campaign focuses on the freedom people feel when they travel, as shown in the spot below in which a man wraps himself mummy-style in his hotel room comforter. Other spots show people choosing to eat dessert before salad.
The campaign includes two U.S.-specific partnerships: one with Fast Company and one with Comedy Central. Ms. Banikarim said the company knows consumers love to connect with each other, whether it's a spontaneous bar meetup or an elevator introduction. This love of connections inspired the partnership with Fast Company, which will include workshops and panels designed to allow guests to make new connections. The partnership with Comedy Central will "tap into the universal power of humor to bring people together by celebrating funny 'not at home' moments," the company said in a release. Custom content will be pushed through both Hyatt Regency and Comedy Central's channels.
The demographic aim was more psychographic than demographic, said Sandra Cordova Micek, senior vp-global brands, Hyatt. She added, "Simple human truths transcend age groups."
Hyatt Regency is a Hyatt Gold Passport brand with more than 150 locations in more than 30 countries.