• by Nina Lentini  @Nina_Lentini, November 3, 2008

Chicago-based Hyatt Hotels & Resorts is out with a new campaign designed to differentiate it from its competitors by communicating the message of authentic hospitality at the heart of its brand positioning. In other words, it wants guests to know they are "more than welcome."

The campaign kicked off with a 60-second television commercial in North America on Sunday, and will air on network and cable prime time programming, as well as online, throughout November.

Internationally, the commercial will appear in multiple languages and will run on BBC World, CNN, ESPN, Discovery, Euronews and Eurosport. Filming for the ad--which features actual Hyatt employees as well as local talent--was done in multiple destinations, including Hyatt Regency Monterey and Highlands Inn in California, Grand Hyatt Bali, Grand Hyatt Shanghai, Hyatt on the Bund, Park Hyatt Shanghai, Grand Hyatt Hong Kong and Hyatt Regency Jersey City.

Created by BBDO New York, the campaign features moments of anticipation, generosity and enjoyment at Hyatt properties throughout the world and introduces the phrase "You're more than welcome" to express the essence of the Hyatt experience.

"Across the world, across our brands, and in every segment we serve, the people of Hyatt are dedicated to providing a kind of hospitality that exceeds travelers' expectations," said Amy Curtis-McIntyre, senior vice president of brand communications, in a release. "This campaign expresses the emotion involved in that commitment, and the simple phrase sums up how we want every guest to feel when they stay with us."