Hyatt Launches $20 Mil. Campaign

C-K’s Print Ads Offer a Sense of Discovery for Frequent Travelers
CHICAGO–Hyatt Hotels and Resorts targets discriminating travelers in search of discovery in the first phase of what the company says will be a $20 million national branding campaign.
Print work from Cramer-Krasselt in Chicago breaks this week, with the heaviest weight put on upscale publications The Wall Street Journal, Forbes and The New Yorker, and space also reserved in Time, U.S. News and World Report, Wine Spectator and Cigar Aficionado.
Joining Hyatt’s longtime tagline, “Feel the Hyatt touch,” which remains under the hotel chain’s logo, is a new phrase, “All things being equal, there’s more,” which will appear in various branding and promotional campaigns, said Stacy Shaw, assistant vice president of marketing communication at the Chicago-based hotelier.
The idea is to make Hyatt integral to a more interesting trip for frequent pleasure and business travelers, Shaw said. Staying in a Hyatt makes travelers “feel they’ve actually been somewhere,” even if it’s not the most exciting destination, she said.
C-K’s ads feature some of Hyatt’s more interesting amenities, including a “serenity garden,” sushi and the art and architectural elements for which the chain is known. Copy suggests that a stay at the Hyatt produces stimulation for the traveler, even if he or she is only on business.
“Like Columbus, you believe there is a new world to discover,” reads the headline on one ad. “Unlike Columbus, you have to do it between seminars.” Body copy promises that each Hyatt hotel “is a reflection of the place that surrounds it, from the art to the cuisine.”
“This is for the person who is still thrilled by travel,” said Karen Seamen, senior vice president at C-K.
Hyatt said it plans to spend $5 million just on this launch phase alone. The chain is considering a small TV project as part of its ad mix this year, which would also be done by C-K, Shaw said.
Hyatt spent about $24 million on advertising last year, down slightly from 1997, according to Competitive Media Reporting.