Hyatt is perceived as a business stay hotel not as a leisure hotel.

Problem

Demographicso Male & Female 25-35 years of ageo There are 39,892,724 25-34 year old in US

o This makes up 14.2% of the population

• Age distribution on social networks and online communities:0-17: 5%18-24: 16%

35-44: 25%45-54: 19%55-64: 6%65+: 2%

25-34: 26%

Target Audience

1

• Psychographics

o Like simple policies and ways to book hotelso Communicate freqeuntly and shortero Ask a lot of questions o Prefer quick e-mails and text messages o Prefer social media o Like group gatherings o Like social situations when on business

• 20% of population under 32 make up 13% of total business travelers

• “The online playing field has become so crowded, the information so fragmented and contradictory, we now spend more time planning trips than enjoying them. And yet we still manage to make lousy decisions. If things don’t get simpler soon, we’ll all run screaming back to travel agents.”

Target AudienceINSIGHT

Simplicity

2

33

SecondaryComplaints:

o Problems are horrific to deal with.o Hyatt is dishonest, deceptive and downright rude.o Rude unprofessional staffo Hate the brand, only stay there for the stay credits.o Bad/pricey breakfast

o Late breakfast start o Night shift workers don’t know what they are doing o Only one night worker usually

INSIGHT:Consumers want a friendly staff that will accommodate their needs at any hour for any service

4

5

Reasons to stay at Hyatt:-New Hyatt Place chain has eliminated front desks and is making the check-in process increasingly self-service.-Hyatt offers multiple complementary items for customers to use, buy or borrow.

Food & Dining-variety of freshly squeezed juices and smoothies-perfectly portioned with a make your plate option

Hotel Amenities-Upgraded bath amenitiesSourced by renowned dermatologist Dr. Kenet and spa guru June Jacobs

Hyatt Gold PassportEarn up to 3,000 Hyatt Gold Passport bonus points after every three nights stay, up to 45,000 bonus points. Redeem points for free nights, room upgrades and now dining and spa experiences.”

Secondary

INSIGHT:Hyatt wants to shows travelers that their busy needs due to their busy lifestyle will be accommodated for.

6

Hyatt advances:- Hyatt Park Tokyo & Hyatt Park Seoul gives guests free access to 2,300

international newspapers on their smartphones or tablets using the hotels wi-fi and app called PressFinder

- Hyatt Park Tokyo rents guests a pocket-size mobile Wi-Fi connector to use with an iPhone, iPad, BlackBerry or laptop to make international calls and get Internet access wherever they go during their stay.

Secondary

INSIGHT:Most guests, especially younger ones who are used to having information at their fingertips, were comfortable with the transition to digital.

7

Primary- Survey Demographics

33 Respondents from across the US took part in our 27 question survey

When you hear the word 'hotel' you think:

VACATION31%

TRAVELLING17%

WORK

LUXURY

COMFY BEDS10%

SHEETS

SLEEP

BRAND NAME20%

SERVICE/ AMENITIES

14%

DIRTY

ANNOYING CHECKOUTS

POOL

OTHER7%

HILTON

HYATT

RITZ CARLTON

MARRIOTT

ROADTRIP

Primary- Survey Results

Primary- Survey Results

Primary- Survey Results

• Mark Torosian, 25, Manager• John Boehmer, 24, Hotel Employee • Alison P, 26, Event Planner• Frank K, 26, Teacher• Lindsey B, 28, Media Planning• David M, 32, Self-Employed• Giulia L, 30, Nurse• Marah E, 31, Nurse/Mom• Jennifer J, 35, Stay at Home Mom

Primary- Survey Results

Primary- Survey Results

INSIGHT-Easy-Accessible activities-Social Media Presence-Interactive service

If consumers knew that Hyatt was an equal amount of leisure and business they would be more inclined to book with Hyatt for

leisure, not just business.

Consumer Insights

• Hyatt Logo• Hyatt Harmony• The Frame• Business and Leisure Focus

Brand Imperatives

• Increase leisure bookings by 20% in the first 4 weeks• Increase leisure bookings by 35% by week 8• Drive CTR from digital ads to Hyatt website by 3%• Increase mobile interaction by 10%• Increase social media following by 20%

Communication Objectives

The Proposition & Selling Idea

The science behind the left and right brain functions corresponds to Hyatt’s business and leisure brands.

Support

Creative Direction

• To cohesively merge business travelers and vacationers into a single campaign that has a simple message for both sides of a hotel stay.

Creative Executions

Billboard #1

Billboard #1

Billboard #2

Billboard #2

Bus Shelter (stand alone)

Airport Banner

Airport Billboard 1

Airport Billboard 1

Digital Banner Ad

Facebook & Twitter

• https://www.facebook.com/pages/Hyatt-Harmony/132076430323720

• https://twitter.com/HyattHarmony

Mobile promotion

• Business Traveler• Text “SUITS” to 49288 (or HYATT) before your important business

meeting and you won’t have to worry about any calls or texts setting your phone off. After the meeting, text “DONE” to 49288 and receive a special promo code to redeem at the front desk of the Hyatt you are staying at.

• Vacationer• Text “RELAX” to 49288 before you go to the spa, on a hike, canoeing,

or whatever you do to relax. It’s your vacation. Your phone won’t make a peep until you are done relaxing. After you finish whatever activity you chose, text “DONE” to 49288 and receive a special promo code to redeem at the front desk of the Hyatt you are staying at.

Media Placement

• Outdoor • Chicago, Miami, Los Angeles, New York, and Dallas

• Airports• Hartsfield-Jackson Atlanta International Airport• John F. Kennedy International Airport• O’Hare International Airport

MEDIA IMPERATIVES  Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Evaluation

PRINT                  

People                  

Cosmo                  

Maxim                  

GQ                  

DIGITAL                  

Facebook                  

Twitter                  

Trivago                  

Travelocity                  

Expedia                  

Priceline                  

Google Finance                  

WSJ                  

ESPN                  

TMZ                  

Mobile                  

OUTDOOR                  

Billboards                  

Bus shelters                  

Airport banners                  

Airport displays                  

MEDIA IMPERATIVES

GQ13%

People25%

Cosmo44%

Maxim18%

Print

Social25%

Web30%

Mobile45%

Digital

Bulletin billboards

54%

Bus shelters20%

Airport banners

16%

Airport displays9%

Outdoor

• 1: http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/ • 2:

http://www.nytimes.com/2012/06/19/business/travel-industry-adjusts-to-servethe-young-business-cohort.html?pagewanted=all&_r=0

• 3: http://reknown.com/2012/01/what-do-travelers-want-setting-hotel-and-travel-marketing-priorities-in-2012/

• 4: http://hyatt.pissedconsumer.com/ • 5: http://

www.flyertalk.com/forum/hyatt-gold-passport/1273989-why-do-people-stay-hyatt- place.html• 6: http://www.experience.hyatt.com/#here-at-hyatt • 7: http://www.telegram.com/article/20130428/NEWS/104289973/1002/BUSINESS• www.bluelinemedia.com

References