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“Hyatt Hotels is creating its own Web entertainment … pitting five families who will spend this summer competing against each other in group activities like hula dancing in Kauai and hot air ballooning in New Mexico,” Brandweek reports. Consumers can follow the contest (and vote for their favorite participants) on HyattAdventureChallenge.com. Hasn’t Hyatt traditionally positioned itself as somewhat high-end, offering “The Hyatt touch”? As in: A touch of class? Now Hyatt wants to be entertaining.
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