• by Karl Greenberg , September 10, 2007

Hyatt is creating a promotional effort around its relationship to the PGA of America of which it is official hotel and resort.

The company has launched Golf Hyatt Giveaway, which gives guests the chance to win one of eight vacations. Until Nov. 30, consumers can visit golfhyattgiveaway.com to accumulate chances to win a golf vacation.

Consumers accumulate points by playing Golf Hyatt "matchmaker"--an interactive online game wherein site visitors match golf course photos with their corresponding U.S. Hyatt destinations.

The company is dangling a luxury golf vacation package at Hyatt Regency Waikiki Resort and Spa as the grand prize. Seven others will get a three-day and two-night golf vacation for two at select Golf Hyatt destinations.

Scott Seed, director of resort marketing, Hyatt Hotels & Resorts, says the effort is just ramping up. "We haven't done activities around golf for a couple of years," he says, noting that PGA of America is not the PGA Tour, but the network of golf pros who staff country clubs. He says the company is hoping to get golf pros to serve as influencers. "We are going to leverage the relationship more next year, by targeting golf pros in an effort to get them to stay at the Hyatt.

"We know who our target market is; it aligns with people who play golf, and it makes sense for us," says Seed, who adds that 18 of Hyatt's resorts are at golf properties. To promote the campaign, Hyatt is advertising on PGA.com and PGATour.com.

Hyatt's other major marketing focus is its 67 spas, which Seed says are very influential in consumer purchase decisions when it comes to either resort or business stays, via print ads in publications such as Travel and Leisure, Spa Finder and on SpaFinder.com.

Says Seed: "Fall is a great time to market to golf, as there aren't crowds associated with winter and summer. There's more opportunity, on our side."