Hyatt Regency Launches Advertising Campaign in Asia Pacific

Hyatt’s multi-million dollar global marketing campaign for its Hyatt Regency brand is being extended across the Asia Pacific region.

The new ‘Make the Most of Being Away’ campaign, the largest in Hyatt Regency’s nearly 50-year history, is designed to show how Hyatt Regency hotels and resorts, a member of the Hyatt Gold Passport family of brands, helps guests make the most of their time away.

“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,” said Carina Chorengel, Senior Vice President of Brands and Commercial Strategy Asia Pacific, Hyatt Hotels and Resorts. “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, Shatin, Hyatt Regency Danang Resort & Spa and Hyatt Regency Perth) and encouraged to connect with family and friends, hotel staff and other guests through the sharing their 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.”