The travel industry is in the midst of major disruption, and travelers are expecting more from brands than ever before. In order for Hyatt to continue to grow and stand out among the competition, we needed to show the world what Hyatt is all about and connect with our guests around the world in a way that's relevant to them: through our deep-rooted purpose of caring for people so they can be their best.
So in 2017, we set out to launch our new global platform, World of Hyatt, which is grounded in a simple idea that a little understanding goes a long way. This reflects Hyatt's purpose and reaffirms our commitment to building genuine and trusted experiences and engaging our community of loyalists in a way that is meaningful to them.
World of Hyatt is an expression of who we are. More than a campaign or a loyalty program, it's a global platform powered by our purpose – caring for people so they can be their best – and it inspires how we engage with guests, interact with colleagues and owners, and how we operate our business. Importantly, it's designed to deepen our relationship with our community beyond traditional hotel stays.
The objectives for launch were to:
Through an unprecedented 360-degree marketing campaign – the largest in Hyatt's history – that created a dialogue around understanding through internal, external and social marketing, we introduced World of Hyatt with a TV spot on one of the world's biggest stages, the 89th Oscars® broadcast.
To do this, Hyatt tapped into the universal language connecting people all over the world: music. We collaborated with Grammy-nominated recording artist and songwriter Andra Day to reimagine "What the World Needs Now is Love," the timeless song from Hal David (lyrics) and Burt Bacharach (music composition).
The song accompanied a powerful anthem film, For A World of Understanding, that brought World of Hyatt to life and gave our audience a way to rally around Hyatt's purpose of caring for people. Created by MullenLowe, the spot was filmed earlier this year in Thailand, Morocco and Spain and explores how people from different cultures unite through simple human connections. After nearly a decade without a prime time television ad, the Oscars® was the perfect stage to premiere the spot and show the world the power of understanding.
The launch of World of Hyatt sparked conversations around the power of understanding, brought awareness to cultural barriers and showed how we can break through them to stand together and unite as one.
Notable Quotes From Media:
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