NEW YORK—The New York Times and Park Hyatt hotels unveiled a new collaboration, “The New York Times TasteMasters,” presented by Park Hyatt, which has been created and custom designed for the global traveler.
The collaboration will feature three events around the world that bring together a pair of cultural trailblazers in an intimate live conversation moderated by a New York Times journalist. Each duo will be an unexpected pairing of talent and skill and will represent the best of their crafts, including art, cuisine and fashion, among others, according to the company. In addition to the live events, the collaboration includes a curated sponsored content series created by T Brand Studio, The Times’ commercial content agency, as well as complimentary access to NYTimes.com in all Park Hyatt hotels worldwide through the spring of 2016.
“This is a critical piece of our integrated marketing program as we communicate to current and future guests that the Park Hyatt brand truly understands that luxury is personal,” said Sandra Micek, SVP, global brands for Hyatt. “In today’s knowledge-is-currency world, our guests appreciate the opportunity to learn new things at every turn. This work with The New York Times is a great example of our commitment to providing unexpected and unique experiences where our guests will have access to some of the most culturally influential personalities across the globe.”
The TasteMasters collaboration debuted on Oct. 19 with an event at Park Hyatt New York. The event paired celebrated chef, restaurateur and food writer Yotam Ottolenghi with chief curator-at-large for the Museum of Modern Art (MoMA) and director of MoMA PS1 Klaus Biesenbach in a discussion moderated by New York Times Dining reporter Julia Moskin. TasteMasters events will be hosted in Park Hyatt hotels in Paris and Tokyo later this year.
Beginning Oct. 26, there will be a digital extension of the TasteMasters conversations hosted on NYTimes.com/TasteMasters that will feature in-depth Q & A with additional masters of food, art and design from many locations around the world where Park Hyatt hotels are located. Guests at all Park Hyatt hotels will be able to view this sponsored content series through complimentary, unlimited access to NYTimes.com on any device connected to their hotel’s WiFi beginning in November. This access will be available at all 36 Park Hyatt hotels through the spring of 2016 and marks The Times’ largest hotel digital access program to date.
“From art and style to fashion and cuisine, The New York Times TasteMasters event series combines some of The Times’ most thought-provoking lifestyle content with Park Hyatt hotels’ sophistication to create an exceptional audience experience,” said Meredith Kopit Levien, EVP and chief revenue officer for The New York Times Company. “The sponsored content extension on NYTimes.com provides a rich media version of the live events, broadening the reach of the program to audiences worldwide.”
A conversation at Park Hyatt Paris-Vendôme will take place on Nov. 23 with owner and co-founder of the Paris fashion and style boutique Colette, Sarah Lerfel Andelaman, and gallerist Emmanuel Perrotin. New York Times European Styles correspondent Elizabeth Paton will moderate the talk.
The final event for 2015 will take place at Park Hyatt Tokyo on Dec. 2. It will feature Tomorrowland president, CEO, founder and designer Hiroyuki Sasaki and another TasteMaster in a discussion moderated by New York Times Tokyo correspondent Jonathan Soble.