What’s the Frequency? Hyatt Knows

CHICAGO Hyatt Hotels backs its frequent guest program with a $15-million campaign that also unveils the hotelier’s newest brands—Hyatt Summerfield Suites and Hyatt Place.

The TV, print, airport and online effort launched Thursday is the largest ever for the Hyatt Gold Passport loyalty club. TV buys will include ESPN, CNN, Fox News, Golf Channel, Food Network, HGTV, Bravo, Comedy Central and A&E. With a goal of 111 million online impressions, the initiative also will mark Hyatt Gold Passport’s biggest presence in the digital world with appearances on CNN.com, Forbes.com, Fodors.com and advertising.com.

The ads, sans tagline, tie the new brands to the benefits of being a Gold Passport member like having more redemption opportunity for free nights. One print execution, created by Cramer-Krasselt, Chicago, shows a Hyatt Summerfield guest reclining on a spacious mainstream sectional sofa with a full refrigerator, range and kitchen in the background. Headline states: “The new math. Two new Hyatt brands equal more Hyatt Gold Passport free nights.”

Parent company Global Hyatt acquired AmeriSuites—which was renamed Hyatt Place—and Summerfield Suites during 2005 as its entry into the select service extended-stay market. Extended stay hotels typically are all-suites properties with full kitchens and accommodate guests for weeks at a time.

Other players include Marriott’s Residence Inn and Intercontinental’s Staybridge and Candlewood suites.

Hyatt intends to add 10 more Hyatt Summerfield Suites to the current roster of 20 properties and open more than 120 Hyatt Place hotels by year’s-end.