BBDO Breaks New Spots For Hyatt

CHICAGO – Armed with a $12-million fourth quarter budget and its first new TV campaign in five years, Hyatt Hotels Corp. is out to make a new name for itself with the first TV work from BBDO/N.Y.
Both 30- and 45-second television spots rolled out on Sunday on CBS’s 60 Minutes and the Sunday night movies on ABC and NBC in roadblock form to launch the humorous campaign tagged ‘Hyatt. We’ve thought of everything.’ The effort includes a heavy ‘extended weekend’ rotation on major networks and cable channels on Sunday and Monday nights through Dec. 6.
The spots are vignettes focusing either on the business or leisure traveler. Very little actual hotel footage is used. Instead, in one execution, the creative focuses on the tempestuous interaction between a boss and his secretary. When he tries to get out of doing additional work while on another trip, his secretary innocently reminds him that each Hyatt room is equipped with amenities like a fax machine so he can stay in touch.
‘The goal of the campaign was to try and distance ourselves from the competition and try to depict the experience instead of showing shots of beautiful lobbies and sandy beaches,’ said Jim Evans, senior vp/sales and marketing.
Copyright Adweek L.P. (1993)