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World of Hyatt Launches with One Simple Idea

February 27, 2017 MullenLowe

Source: from Hyatt Press Release

A little understanding goes a long way. This simple idea lays the groundwork for Hyatt’s new global platform, World of Hyatt. The new loyalty program, which launches on March 1, is supported by an unprecedented integrated marketing campaign, “For a World of Understanding.”

The campaign debuted with an anthem spot during last night’s Academy Awards. The spot is set to a rendition of the song “What the World Needs Now is Love,” from Hal David and Burt Bacharach, by GRAMMY-nominated recording artist Andra Day.

The spot was filmed earlier this year in Thailand, Morocco and Spain, and explores how people from different cultures unite through simple human connections. The global campaign will extend across TV, digital, social, out-of-home, in-hotel, print and events throughout 2017.

“World of Hyatt is an expression of who we are,” said Mark Hoplamazian, president and chief executive officer, Hyatt Hotels Corporation. “It’s a 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 operate our business. Importantly, it’s designed to deepen our relationship with our community beyond traditional hotel stays.”

“We knew there was a great opportunity to not only craft something very honest, authentic and true to the Hyatt brand, but also create something resonant at a time when the world really needs it,” said Tim Vaccarino, executive creative director, MullenLowe. “It’s the small things that can have an amazing impact, things everyone is capable of — a knowing glance, a smile, an outstretched hand. These things transcend race, language and culture.”

To further its story using the latest in tech and social media. Hyatt colleagues around the world wore Spectacles by Snap Inc. to offer a perspective of the world through their eyes. Their stories, which can be seen here, have been woven together and will be shared through social media and other channels.

The new program was announced in October to provide existing members a clear view into the changes. With understanding as the guiding principle, the loyalty program was designed based on listening and taking action.

“With World of Hyatt, we don’t just want to welcome you to our world, we want to understand yours,” said Jeff Zidell, senior vice president, loyalty, Hyatt. “We listened and reimagined our loyalty program to emphasize more meaningful rewards and benefits at every level. More than just great locations, luxurious rooms and amenities, World of Hyatt is about connecting you to the people, places and experiences at the heart of your world.”