Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

New Hyatt Regency Campaign Highlights Unexpected Insights from Travellers

Pereira & O'Dell, 2 years ago

Pereira & O'Dell helps brand partner with Comedy Central to show how 'Sometimes, It's Good Not to Be Home'

New Hyatt Regency Campaign Highlights Unexpected Insights from Travellers

Hyatt Hotels Corporation today announced the launch of a multi-million dollar integrated global marketing campaign for the Hyatt Regency brand. "It's Good Not to Be Home," the largest campaign in Hyatt Regency's nearly 50-year history, celebrates ways Hyatt Regency hotels and resorts, a member of the Hyatt Gold Passport family of brands, helps its guests make the most of being away. This goes against the assumption that guests are always looking for a home away from home while traveling.

"We heard loud and clear from travellers 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," said Sandra Cordova Micek, senior vice president global brands, Hyatt. "This campaign lets travellers know that we not only understand, we agree. That's why we are celebrating the simple human truths about travel that sometimes being away from home can actually be good. The Hyatt Regency brand gives guests everything they need in one place – fantastic hotels and resorts around the world, caring staff, excellent food, and the list goes on."


The Hyatt Regency brand worked with advertising agency Pereira & O'Dell on the global marketing campaign, which is aimed at both consumers and meeting planners. The integrated marketing campaign includes TV, social, digital, out of home and print media, a surprise and delight program, in-hotel activations and conference take-overs that will continue to roll out through October and November.

"The best creative work happens when we are in tune with the consumer. We believe that the insight that sometimes 'it's good not to be home' will not only resonate, it will help a well established brand break through in a sea of 'home away from home' messages in the category," said PJ Pereira, co-founder and chief creative officer, Pereira & O'Dell. "The Hyatt Regency brand does a ton of research and prototyping to innovate and evolve the guest experience. We're excited to work with the brand to help tell its story."

The Hyatt Regency brand is teaming up with Fast Company to create opportunities for entrepreneurial-minded travellers to connect. Fast Company will host experiential sessions at select Hyatt Regency hotels, including a series of workshops and networking events designed to allow guests to make new connections and to remember why, sometimes, it's good not to be home.

The Hyatt Regency brand is also 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. Guests will also be treated to surprise and delight comedic moments at select hotels across the U.S.

Genre: Activation , Digital , Documentary , PR , Print , Strategy/Insight