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Carat Scores E-Hyatt

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Carat Interactive has added online creative and media chores for Hyatt following a review.

The shop is charged with creating an Internet campaign that will con sist primarily of banner ads and e-mail messages designed to draw users to the client's new Web site. The work is scheduled to break late next month.

"We were very concerned with finding specialists in the online world that had great creative talent and had an appreciation for offline media," said Wendy Falk, vp of marketing programs at the Chicago-based client. "Carat Interactive has a nice blend of all three."

The work marks the hotel chain's first foray into interactive advertising, according to Falk. Spending is expected to be about $5 million, sources said.

The win allows Carat Interactive, which mainly works with high-tech and business-to-business clients, to gain experience in the travel category, said Sarah Fay, president of the Boston-based shop, a unit of Aegis Group.

Cramer-Krasselt in Chi cago has handled Hyatt's $25 million traditional advertising account for five years. "Feel the Hyatt touch" is the tagline. Cross town shop Critical Mass cre ated the hotelier's Web site. Both agencies will contibute to the interactive effort, and neither will lose assignments due to Carat Interactive's hire, according to Falk.

Online efforts "will build on what [Cramer-Krasselt] does offline," said Falk.

Carat Interactive, formerly a unit of Carat Freeman, spun out of that Newton, Mass.-based media agency in 2001.

The e-shop claims billings of$100 million from clients such asAdidas, Radio Shack, Jenny Craig and Hyundai. Bos ton-based Carat Interactive also maintains offices in New York, Los Angeles and San Francisco. The agency has approximately 100 staffers.

"It's something we're really excited about," said Fay of the Hyatt e-business. "It's a very strategic account for us because they are buying into the service offerings of Carat Interactive across the board."

Hyatt's primary target audience is upscale business and leisure travelers. The company's competitors in-clude the Marriott, Hilton and Westin hotel chains.