The new ‘Make the Most of Being Away’ campaign, the largest in Hyatt Regency’s nearly 50-year history, celebrates ways Hyatt Regency hotels and resorts, a member of the Hyatt Gold Passport® family of brands, helps guests make the most of their time away. This goes against the assumption that guests are always looking for a home away from home while traveling.
“This new campaign represents a significant investment in China, Japan, US, UK and India. Our ‘Make the Most of Being Away’campaign has specifically been adapted to be culturally relevant, to acknowledge the diversity of languages in this region,” said Carina Chorengel, Senior Vice President of Brands and Commercial Strategy Asia Pacific, Hyatt Hotels and Resorts. “We recognize 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-energized by introducing some in-hotel events which will be led by our colleagues at Hyatt Regency hotels across the region.”
“As much as people like to be home, our guests tell us they really enjoy the freedom of breaking from their routine while they are away, so we’re urging our guests to ‘Make the Most of Being Away’. This new campaign lets travelers know that we not only understand, we agree. The Hyatt Regency brand gives guests everything they need in one place – fantastic hotels and resorts around our region and across the world, caring staff, excellent food, and the list goes on,” said Chorengel. “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.”
In Asia, guests will be invited to participate in 3D art installations at 5 locations – Hyatt Regency Tokyo, Hyatt Regency Suzhou, Hyatt Regency Hong Kong, Sha Tin, Hyatt Regency Danang Resort & Spa and Hyatt Regency Perth – and encouraged to connect with family and friends, our hotel associates and other guests through sharing this unique and fun experience.
The Hyatt Regency brand worked with advertising agency Pereira & O’Dell on the global marketing campaign, which is aimed at both consumers and meeting planners. The integrated Asian marketing campaign includes social, digital, out of home and print media, a surprise and delight program, in-hotel activations and conference take-overs.
“The best creative work happens when we are in tune with the consumer. We believe the insight that guests should ‘Make the Most of Being Away’ will not only resonate, it will help a well established brand break through in a sea of ‘home away from home’ messages in the category,” said PJ Pereira, founder and chief creative officer, Pereira & O’Dell. “The Hyatt Regency brand does a ton of research and prototyping to innovate and evolve the guest experience. We’re excited to work with the brand to help tell its story.”
The Hyatt Regency Experience
The Hyatt Regency brand continues to evolve the overall guest experience in a continuous effort to help guests ‘Make the Most of Being Away’. From free WiFi to new guest room prototypes to redesigned public spaces, guests enjoy a seamless technology experience and space designed to uniquely fit their needs. Whether they are staying for work or play, Hyatt Regency hotels and resorts strive to help guests make the most of being away from home.
The Hyatt Regency brand’s “Make the Most of Being Away” video assets can be found at https://www.youtube.com/watch?v=UnYhfv1JMDY.