Hyatt
SOCIAL STRATEGY & CREATIVE PLANNING Supporting the brand throughout the holiday season - a highly competitive time of year, our remit was to find a way to encourage travel and incentivise audiences to choose Hyatt across 5 core markets.
The brand already had a creative platform: #Placesyourcanexplore - which inspired us to find a route into the brief. To highlight the idea of exploration - we found a unique nuance in each market taking place in the global activation.
WHAT WE DID
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We had 5 markets to highlight and had to find a quick way to activate and showcase them - globally. We found a specific nuance that we could use as a communication hook to build the story. 5 markets, 5 nuances, 5 senses.
Our sense became the anchor that took us around the world in 20 days - where Hyatt was the start and finish of our exploration. All captured via the lens of our travel talent and local influencers in the know.
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As a brand we captured a core series of assets that where then used in a dynamic media buy that allowed audiences to book any of the core markets over the holiday period. Our talents created their very own personal content feeds that all linked back to the campaign, highlighted by our travel explorer.
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1.3 million reach
Sell out across the core markets
37K+ interactions
26 markets adopting the campaign
Nominated for 2 content awards.
The reality of time and place.
We knew that people weren’t looking at travelling around the world during the Christmas period. Most audiences look at travel to go home. Therefore we had to create something tactical and inviting that allowed consumers to see the seasonal period differently. The senses were our anchor.
round the world series
Touch: Japan/ Fashion
Sight: Dubai/ Lifestyle & Culture
Taste: Shanghai/ Food scene
Sound: London/ Music
Smell: France/ Culture