Hyatt launches ‘Be More Here’ campaign emphasizing wellbeing

The work by VML complements the hotel chain’s revised World of Hyatt loyalty program

Published On
Jan 24, 2024
An African American couple tenderly embracing, nose to nose.

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Across its various brands, Hyatt owns more than 1,300 hotels and resorts around the world—and it’s encouraging guests at all of them to live in the moment as part of a refreshed brand platform.

The new positioning and campaign, themed “Be More Here,” is timed to a slate of fresh wellness offerings and travel experiences, plus updates to the company’s World of Hyatt loyalty program, which is now taking center stage as a larger part of the hospitality giant’s core messaging.

“We wanted to showcase how World of Hyatt provides an environment that unlocks connection between family, friends or even colleagues,” Laurie Blair, Hyatt’s VP of global marketing, said of the platform’s debut campaign, which was developed by VML.

The film below, which broke on Sunday, gives a candid view of the luxury, hospitality and scenery that defines many Hyatt stays—“a world where you can truly be,” a narrator says.

 

“When we looked at the [hospitality] category as a whole and how it’s all-too-often featured, there’s a real veneer to it—a marketing ‘shine’ that masks people’s true travel experiences,” said Mel Routhier, chief creative officer at VML. The work’s creators wanted to capture a more authentic side of travel—the one that shows up in consumers’ “personal social feeds,” she said.

VML worked with production company Smile and director Lucas Garrido to shoot at five different Hyatt properties across Europe and the Americas, even casting real-life World of Hyatt rewards members to portray the guest experience.

“We believe this is some of the best work to come from the World of Hyatt brand, as it beautifully showcases those connection moments in a way that makes the viewer feel like they are right there with the guest,” Blair said.

Underpinning Hyatt’s “Be More Here” brand platform is a suite of new mindfulness and lifestyle offerings curated to help travelers learn, unwind and get the most out of their time staying at the company’s properties.

Among the perks is a first-of-its-kind partnership with online learning platform MasterClass that will bring a slate of its courses to guests at over 350 Hyatt-owned hotels, and a sampling from mental health app Headspace’s “premium colored noise collection,” offering sounds to aid in focus and sleep via its in-room TVs and the World of Hyatt app.

The chain will also continue promoting its “FIND Experiences,” a collection of activities Hyatt launched in 2022 that includes meditation classes, food tours and cultural exchange opportunities—some of which feature prominently in the “Be More Here” launch video.

The new brand platform’s timing complements a major revision to the company’s World of Hyatt loyalty program, which took effect Jan. 1.

Broadly, the changes allow users to redeem more awards on a more frequent basis, such as free nights and room upgrades, with Hyatt now also allowing top-tier Globalist members the ability to share benefits with loved ones via its Guest of Honor scheme.

“Be More Here” has begun to roll out globally on connected TV, social and digital media, and out-of-home placements in and around travel hubs, such as airports. It can also be seen across a range of Hyatt’s owned materials, including the chain’s social channels, in-room TVs, brochures and email blasts. 

Credits

Date
Jan 24, 2024
Client :
Hyatt
Agency :
VML
VP Global Marketing :
Laurie Blair
Director Global Marketing & Loyalty :
Miriam Blackstone
Director Global Marketing :
Katie Casey
Senior Manager :
Gina Henrickson
Global Director Social Media & Content Marketing :
Fiona Kelly
Manager Brand & Integrated Marketing :
Katelynn Mudgett
Manager Global Marketing :
Jacqueline Post
Senior Marketing Manager :
Karen Mormile
Chief Creative Officer :
Mel Routhier
Group Creative Director :
Mike Ackerman
Creative Director :
Sarah Berkley
Creative Director :
Jackie Virgilio
Senior Art Director :
Ted Gregson
Senior Copywriter :
Ryan Constance
Executive Design Director :
Hamish McArthur
Design Director :
Andrew Mirakian
Senior Designer :
Carolyn Pokorney
Executive Director Head of Strategy :
Mike Siska
Group Director Strategy & Insights :
Rujuta Gandhi
Group Director Strategy & Insights :
Julie Hoffman
Executive Producer :
Amy Turner
Senior Producer :
Marina Korzon
Associate Producer :
Jordan Jones
Senior Business Affairs Manager :
Felicia Watkins
Executive Director Client Engagement :
Kristal Herr
Director Client Engagement :
Kendall McDougal
Supervisor Client Engagement :
Carla Escalera
Production Company :
Smile
Service Company :
247
Service Company :
Spectrum
Director/Photographer :
Lucas Garrido
Director/Photographer :
Alma Debenath
Executive Producer :
Laia Vidal
Producer :
Olga Jabal
Director of Photography :
Alejandro Gomez
Production Coordinator :
Belen Martin
Stylist :
Otti Ramirez
Casting Director :
Edu Perez
Editorial :
Whitehouse Post
Editor :
Steve Kroodsma
Senior Executive Producer :
Kristin Angeletti
Producer :
Kristen MacDonald
Finishing / VFX :
Carbon
Executive Producer :
Gretchen Praeger
Head of Production :
Lauren DeFelice
Senior Producer :
Maggie Robinson
Flame Lead :
Lauren Yaccino
Art Director :
Matt Beharry
AE Animator :
Mikhail Pakhomov
Color EP :
Natalie Westerfield
Colorist :
Brianna Brackett
Color Assist :
Zoe Rain Lambert
Audio Post-Production :
Bam Studios
Sound Design and Mix :
Dave Leffel

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