Hyatt Hotels Corp.’s campaign for its Hyatt Regency brand is the largest in the brand’s history.
Themed “It’s Good Not to Be Home,” the multimillion-dollar campaign from Pereira & O’Dell celebrates the ways the 50-year-old brand is helping guests make the most of being away. The effort includes partnerships with Comedy Central and Fast Company.
This goes against the assumption that guests are always looking for a “home away from home” while traveling, says Sandra Cordova Micek, hyatt senior vice president global brands.
“We heard loud and clear from travelers around the world that while it is good to be home, there is an inherent freedom in traveling and breaking from routine, making new connections and experiencing new things,” Micek says in a release.
The campaign lets travelers know that Hyatt not only understands, but agrees.
“That’s why we are celebrating the simple human truths about travel that sometimes being away from home can actually be good,” Micek says.
The global marketing campaign is aimed at both consumers and meeting planners. It includes TV, social, digital, out-of-home and print media, a “surprise and delight” program at select hotels, in-hotel activations and conference take-overs that will roll out through November.
The Hyatt Regency brand is teaming up with Fast Company to create opportunities for entrepreneurial-minded travelers to connect. The magazine will host experiential sessions at select Hyatt Regency hotels, including a series of workshops and networking events.
The Hyatt Regency brand also is working with Comedy Central to tap into the "universal power of humor" to bring people together by celebrating funny “not at home” moments. The brand will join forces with Comedy Central and follow a comedian on the road to the New York Comedy Festival, which Hyatt Gold Passport is also sponsoring.