Hyatt launches global review of all its brands
Feb 9, 2018, 12:57 pm
#1
formerly a193991
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Hyatt launches global review of all its brands
"Hyatt and its creative agency of record MullenLowe have parted ways as the hotel chain launches a global review for all 12 of its brands around the world, sources confirmed to Adweek."
Wonder what this really means.... and what impact this will have to the 12 brands...revisiting all their brands?
Full article:
Hyatt Launches Global Creative Review and Eliminates Chief Marketing Officer Role ? Adweek
Wonder what this really means.... and what impact this will have to the 12 brands...revisiting all their brands?
Full article:
Hyatt Launches Global Creative Review and Eliminates Chief Marketing Officer Role ? Adweek
Feb 9, 2018, 1:55 pm
#2
Join Date: Aug 2017
Location: Stilllwater OK (SWO)
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"Hyatt and its creative agency of record MullenLowe have parted ways as the hotel chain launches a global review for all 12 of its brands around the world, sources confirmed to Adweek."
Wonder what this really means.... and what impact this will have to the 12 brands...revisiting all their brands?
Wonder what this really means.... and what impact this will have to the 12 brands...revisiting all their brands?
Seems like it means Hyatt wants new commercials, for the company itself, as well as each of its brands.
Feb 9, 2018, 2:24 pm
#3
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Feb 9, 2018, 2:29 pm
#4
Join Date: Sep 2017
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It appears to be solely about advertising. My takeaway (and hope) is that the whole "world of understanding" thing hasn't really worked that well, and they want to go into a different direction.
Feb 9, 2018, 2:33 pm
#5
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Oh ok... my misunderstanding... maybe we should simply close this thread again.
What do the mods think?
What do the mods think?
Feb 9, 2018, 3:25 pm
#7
Join Date: Aug 2017
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I am not fluent in ad-agency speak, but no, I don't think it has to do with rebranding individual hotels or shuffling the existing brands around or anything like that. I think it is just for developing advertisements. Aka. Instead of "living grand", "luxury is personal", etc, it looks like Hyatt wants to try a different direction.
Feb 9, 2018, 4:19 pm
#8
Join Date: Jul 2002
Location: Virginia, USA
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I think it involves more than mere advertising and has to be read together with the personnel changes and reorganizations that have been occurring lately within the company. WOH is part of the equation but the bigger picture is still opaque.
Feb 9, 2018, 7:18 pm
#10
Join Date: Feb 2003
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I am not fluent in ad-agency speak, but no, I don't think it has to do with rebranding individual hotels or shuffling the existing brands around or anything like that. I think it is just for developing advertisements. Aka. Instead of "living grand", "luxury is personal", etc, it looks like Hyatt wants to try a different direction.
For example, Gold Passport from 2016.
Feb 10, 2018, 2:57 pm
#11
Join Date: Nov 2011
Location: California
Programs: Hyatt Global, Marriot Lifetime Titanium
Posts: 2,282
I am not fluent in ad-agency speak, but no, I don't think it has to do with rebranding individual hotels or shuffling the existing brands around or anything like that. I think it is just for developing advertisements. Aka. Instead of "living grand", "luxury is personal", etc, it looks like Hyatt wants to try a different direction.
Feb 12, 2018, 11:20 am
#12
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Feb 13, 2018, 4:45 pm
#14
Join Date: Jan 2008
Posts: 3,577
I still very much want to stay at Hyatt, and credit for award nights, free resort fees, dsu use on awards all make it still desirable. Things like hotels gaming the system, refusing to honor benefits, etc has nothing to do with gp or woh. Hyatt just refuses to enforce terms, and they didn't enforce before either. Yeah, losing diamond amenity was significant, but at least they extended the annual free nights to 6 months and now with them counting towards annual qualification, it helps. I have things I definitely want to see with Hyatt, but saying that 2016 Hyatt was paradise and 2018 Hyatt is hell on earth is absolute nonsense.