HYATT Regency’s largest marketing campaign, which celebrates how the brand’s properties help guests fully utilise their time away from home, has been extended across Asia-Pacific.
Make the Most of Being Away campaign, which is said to go against the assumption that guests are always looking for a home away from home while travelling, has been adapted for markets in this region and “represents a significant investment in China, Japan, US, UK and India”, said Carina Chorengel, senior vice president of Brands and Commercial Strategy Asia Pacific, Hyatt Hotels and Resorts.
“We recognise that English is not always our guests’ first language, so we’ve taken the essence of the global campaign and modified it, to transcend regional borders. We’ll be focusing on helping guests stay connected and be re-energised by introducing some in-hotel events which will be led by our colleagues at Hyatt Regency hotels across the region,” Chorengel elaborated.
“We want to encourage our guests to make new connections as well as stay connected with friends and family, and help them make the most of this time in their lives through sharing their experience with us. One of the ways we’re helping our guests connect is through sharing their experience through social media and art,” she added.
As such, guests in Asia will be invited to participate in 3D art installations at Hyatt Regency Tokyo, Hyatt Regency Suzhou, Hyatt Regency Hong Kong, Sha Tin, Hyatt Regency Danang Resort & Spa and Hyatt Regency Perth. They are also encouraged to connect with family and friends, hotel associates and other guests through the experience.
Working with advertising agent Pereira & O’Dell on the global marketing campaign, Hyatt Regency will produce social, digital, out of home and print media, a surprise and delight programme, in-hotel activations as well as conference take-overs.
