Hyatt Hotels Corporation has launched a new global platform, ‘World of Hyatt’, to reaffirm its commitment to building genuine and trusted experiences and engaging its community.
The launch is supported by an integrated marketing campaign entitled ‘For a World of Understanding’, which will debut during the Oscars broadcast with a cover of What the World Needs Now by Double Grammy-nominated R&B singer Andra Day.
The global campaign will extend across TV, digital, social, out-of-home, in-hotel, print, and events throughout 2017 with an emphasis in the US, China and India.
Hyatt Hotels Corporation president and chief executive Mark Hoplamazian commented that the platform is an “expression of who we are”.
“It’s a platform powered by our purpose – caring for people so they can be their best – and it inspires how we engage with guests, interact with colleagues and owners, and operate our business. Importantly, it’s designed to deepen our relationship with our community beyond traditional hotel stays,” he said.
“The work on World of Hyatt was driven by a simple insight about the human heart – that the greatest longing is to know and be known, to understand and be understood,” added Hyatt global chief marketing officer Maryam Banikarim.
“This platform is about the power of a little understanding. Listening, noticing each other, extending a thoughtful gesture – can make all the difference. This is how we connect on a deeper level – to inspire irrational loyalty.”
The spot was created by MullenLowe and filmed earlier this year in Thailand, Morocco and Spain, and explores how people from different cultures unite through simple human connections.
“We knew there was a great opportunity to not only craft something very honest, authentic and true to the Hyatt brand but also create something resonant at a time when the world really needs it,” said Tim Vaccarino, executive creative director at MullenLowe.
“It’s the small things that can have an amazing impact, things everyone is capable of; a knowing glance, a smile, an outstretched hand. These things transcend race, language and culture.”