Hyatt guests create their own story

October 25, 2004 |

Hyatt Hotels this week launches a $20 million national advertising campaign featuring Hyatt brand and Gold Passport advertising.

Hyatt Hotels Corporation this week launches a $20 million national advertising campaign featuring Hyatt brand and Gold Passport advertising. The campaign, featuring a series of 14 television spots (six :30 second spots and eight :15 second spots), marks a major return to television for Hyatt after a ten-year hiatus. The campaign was created by independent advertising agency Cramer-Krasselt, headquartered in Chicago.

Entitled ‘Spliced’, the campaign is based on the notion that at any given moment, interesting human dramas are being played out at Hyatts around the world. In each version of ‘Spliced’, the spots’ creators have filmed various Hyatt vignettes and then spliced them together to turn six or seven different stories into one remarkable tale of sensuality and intrigue. Dialogue is inter-cut to create a wild and surprising new kind of Hyatt narrative. According to its creators, it’s beautiful, fun, energetic and quite a bit sexy. A pretty accurate mirror of the Hyatt experience.

Hyatt’s brand advertising features an end line that reads: “This is not your typical hotel story. This is the Hyatt touch.” The brand spots will run through 2004 and throughout 2005 on cable stations including CNN, MSNBC, Fox News, ESPN, The Golf Channel, BRAVO, The Travel Channel and A&E. A print version of the campaign will break in national lifestyle, travel and business magazines in early 2005.

The Hyatt Gold Passport spots feature the loyalty program’s acclaimed bi-annual promotion, Faster Free Nights. Faster Free Nights allows members to earn a free night at any Hyatt worldwide for every two stays when paying with MasterCard. The Gold Passport spots will also run through 2004 and 2005 on such cable stations as CNN, MSNBC, Fox News, Headline News, ESPN and The Golf Channel.

Hyatt Gold Passport print advertising featuring Faster Free Nights will appear in The Wall Street Journal, USA Today, as well as consumer magazines.

“We’re seeking to differentiate the Hyatt brand from our competitors while leveraging the style and sophistication that Hyatt is known for,” said Wendy Falk, vice president of marketing programs, Hyatt Hotels Corporation.

“This is not your typical hotel story, so this is not your typical hotel advertising,” said Karen Seamen, Cramer-Krasselt associate general manager. “We are defying category conventions with this campaign and I think that is what attracted our A-list production team. The Director, Scott Hicks and Director of Photography Bob Richardson brought a filmatic aesthetic and storytelling expertise to this project.”

Director Scott Hicks feature credits include Academy Award nominated ‘Shine,’ ‘Hearts in Atlantis’ and ‘Snow Falling on Cedars;’ while Director of Photography Bob Richardson has worked extensively with Oliver Stone, earning an Academy Award for best cinematography for ‘JFK,’ and most recently partnered with Quentin Tarentino on the ‘Kill Bill’ films.

The television spots were filmed on location at Hyatt Regency Kauai Resort & Spa, Park Hyatt Chicago and Grand Hyatt Seattle.