CHICAGO—Hyatt Hotels Corporation has launched World of Hyatt, a new global platform to promote understanding and unity. The brand will debut its message during the 89th Oscars broadcast as part of “For a World of Understanding,” an integrated marketing campaign, leveraging a series of personal vignettes.
“World of Hyatt is an expression of who we are,” said Mark Hoplamazian, president and CEO, Hyatt Hotels Corporation. “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.”
The anthem features Grammy nominated recording artist Andra Day singing, “What the World Needs Now is Love.” Created by MullenLowe, the spot was filmed earlier this year in Thailand, Morocco and Spain, and explores how people from different cultures unite through simple human connections, according to the brand.
“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, 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.”
The global campaign will extend across TV, digital, social, out-of-home, in-hotel, print and events throughout 2017 with an emphasis in the U.S., China and India.
In addition, World of Hyatt is collaborating with non-profits, Learning AFAR and No Barriers USA, to support a program designed to inspire transformational learning. World of Hyatt is also supporting Chicago Public School students to participate in an immersive four-to-six month curriculum, culminating in a 10-day excursion to Costa Rica. Students will explore the country’s culture to foster personal growth and leadership skills.
The World of Hyatt loyalty program will go live on March 1. The tier names—Discoverist, Explorist and Globalist—reflect the aspirations of members as they travel and expand their world, according to the brand.
“With World of Hyatt, we don’t just want to welcome you to our world, we want to understand yours,” said Jeff Zidell, SVP, loyalty, Hyatt. “We listened and reimagined our loyalty program to emphasize more meaningful rewards and benefits at every level. More than just great locations, luxurious rooms and amenities, World of Hyatt is about connecting you to the people, places and experiences at the heart of your world.”