• by Larissa Faw , June 12, 2015

Hyatt Hotels originally launched the Hyatt Place brand in 2006 to provide a "seamless experience" for guests - particularly Millennials and business travelers - who want to maintain "their flow and momentum in life." The hotel's layout promotes casual interactions and allows strangers to feel like neighbors. The design is clean and contemporary, but not edgy. 

Now, Hyatt Hotel is teaming with ad agency Toth+Co to convey this branding concept through the new "There's a Place for You" advertising campaign. The campaign is centered on two online videos that illustrate how Hyatt Place hotels are designed to satisfy guests’ individual needs and preferences. Each video features an archetype guest - Jane, a sales executive and Joe, an architect - with moving sets that literally build around the target guest to show how key features of the hotel help fulfill their individual needs and preferences ending with the tagline, "Welcome to a different place."  

The two videos can be seen here and here.  

In addition to the online videos, the effort includes digital units, online radio, and key market outdoor placements – all of which are customized to their specific channels. Flash banners, for instance, highlight key brand benefits like free Wi-Fi and the free hot breakfast for guests. Out-of-home advertising, on the other hand, uses a “knolling” photographic style to capture attention by showing the contents of guests’ suitcases spread out in the hotel room. 

Omnicom's PHD is handling media planning and buying for the campaign that appears on Hulu, MLB, Sporting News, Yahoo, Spotify, and Mashable. Hyatt Place is also offering free WiFi in airports across the country via Boingo. Outdoor media appears in major tourist areas in select markets including, NYC, Dallas, Chicago, San Francisco, and Atlanta. 

Hyatt spent $3.08 million on advertising for Hyatt Place in 2014, down from $3.26 million in 2013, according to Kantar Media. There are more than 220 Hyatt Place hotels around the world in 21 countries, representing 19% of the Hyatt Hotels portfolio.