Hyatt Regency has launched a social campaign ‘Make the Most of Being Away’ using the tag #athyattregency, the largest campaign in the brand’s 50 year history. The model behind the new campaign aims to encourage travellers to acknowledge that sometimes it is good to be away from usual, familiar creature comforts.
The creative team behind the initiative explained: “The best creative work happens when we are in tune with the consumer. We believe that the insight that sometimes ‘it’s good not to be home’ will not only resonate, it will help a well-established brand breakthrough in a sea of ‘home away from home’ messages in the category.”
“We heard loud and clear from travellers around the world that while it is good to be home, there is an inherent freedom in travelling and breaking from routine, making new connections and experiencing new things,” said Sandra Cordova Micek, senior vice president global brands, Hyatt. “This campaign lets travelers know that we not only understand, we agree. That’s why we are celebrating the simple human truths about travel that sometimes being away from home can actually be good. The Hyatt Regency brand gives guests everything they need in one place – fantastic hotels and resorts around the world, caring staff, excellent food, and the list goes on.”
The Hyatt Regency brand worked with advertising agency Pereira & O’Dell on the global marketing campaign, which is aimed at both consumers and meeting planners. The integrated marketing campaign includes TV, social, digital, out of home and print media, a surprise and delight program, in-hotel activations and conference take-overs.