World of Hyatt Revamps Media Strategy: Streamlining for Global Growth 🌏
World of Hyatt Taps Assembly as Agency of Record for Media Management
Welcome to the new era of World of Hyatt — an exciting transformation in the hotel chain's media strategy! Their brand-new partner, Assembly, sweeps in as the media agency of record, breathtakingly revealed to ADWEEK. 🤩
With Assembly on board, the primary objectives are crystal clear: amping up brand awareness, boosting audience engagement, and pumping up bookings across World of Hyatt's distinguished lineup of hotels, ranging from its luxury and posh outposts to its innovative wellness platform FIND. 🏨🌿
Prepare to witness the global amplification of their "Be More Here" campaign, designed to stir up customers, encouraging them to indulge in the minutes that matter through the program's tantalizing travel perks. 💃🕺
So long to World of Hyatt's prior media strategy with numerous agencies divided across regions and brands. Here's to a more organized future, where consolidated media buying and planning eases into place for optimal oversight and efficiency savings, declared Laurie Blair, Senior VP of Global Marketing at World of Hyatt. 💪
"In our ever-expanding world, the significance of first-party data grows, and it's no longer feasible to dish it out to every media agency," Blair informed. "With centralized audience management and strategic planning, our dollars become much more productive." 💰💻
World of Hyatt kept mum about the account's exact size in billings, but couldn't help but reveal that it's a major investment. With COMvergence estimating Hyatt's 2024 media spend at an impressive $15 million, there's no denying World of Hyatt's serious commitment. 📈
The Revamp Saga ✍️
The review process unfolded in November 2024 and wrapped up recently, supervised by Mercer Island Group. Six secretive agencies were in the running, none of which the brand was ready to disclose.
Laurie Blair spilled the beans, revealing that World of Hyatt was on the hunt for a media agency to evolve its loyalty program from transactional to a more immersive experience showcasing its diverse brand portfolio. 🎨🌟
The brand predominantly allocated its media budget towards digital channels, but a full-funnel approach will now prioritize video and out-of-home advertising too, aiming for a versatile marketing mix. 📺🌃
"As we dived into our global, regional, and local strategies, we realized that a vital next step post-launching ["Be More Here"] was refining our media planning and buying strategy to ensure a unified, yet localized execution," says Blair. 🌐🕍
Jennie Peelle, Global Head of Media, put her stamp of approval on Assembly, fascinated by their digital-oriented, data-rich approach and their deep comprehension of Hyatt's media consolidation plan. 💡🚀
Jill Kelly: A Brilliant New Force 👩💼
Jill Kelly, the newly crowned CEO of Assembly for North America, is all set to embark on a journey with World of Hyatt. This collaboration aligns perfectly with Assembly's ethos of seamlessly weaving through the omnichannel digital landscape to support local marketing initiatives for World of Hyatt. Key indicators of success will encompass brand health, engagement rates, and return on ad spend. 🏆📈
World of Hyatt's fresh partnership with Assembly adds another notch to their illustrious clientele, which boasts Lenovo, Brooks Running, Fossil Group, and Al-Futtaim Automotive, among others. The first media campaign for the brand is set to launch this summer. 🎉🌟
- In its quest for growth, World of Hyatt has chosen Assembly as its media agency of record, focusing on boosting brand awareness, audience engagement, and bookings across its diverse portfolio of hotels and experiences, including luxury and wellness properties.
- As part of the revamped media strategy, World of Hyatt will be streamlining its approach, eliminating the use of numerous agencies in different regions and brands, aiming for consolidated media buying and planning for optimal efficiency savings.
- The new media strategy will prioritize versatility, with a full-funnel approach that includes digital channels, video advertising, and out-of-home advertising, to appeal to a broader audience and create a more immersive experience for customers.
- The "Be More Here" campaign, designed to encourage customers to savor the moments that matter through travel perks, will receive global amplification under the new media strategy.
- World of Hyatt's fresh partnership with Assembly is a reflection of the brand's commitment to maximizing the value of first-party data, innovative lifestyle offerings, and home-and-garden experiences for its growing audience.
