Hyatt is an international hotel corporation with nine distinct brands and numerous forms of B2B communication for internal and external audiences alike. As a dynamic company with design savvy and an ability to evolve more swiftly than competitors, Hyatt is poised to grow through unique and authentic hotel experiences. VSA developed sales and development tools, internal engagement communications and advertising campaigns that convey deep and complex stories for business audiences. VSA applied strategy, design and content development through technology and rapid, thoughtful execution.
Hyatt needed a cohesive and highly differentiated campaign for their nine distinct brands to build awareness of their best-in-service offerings for meeting and event planners. The strategy led to the key message, “A million details. One unforgettable experience,” driven by the insight that the countless details and the people who manage all of them are what creates a seamless, successful event. The campaign launched with print, digital, social media, sales collateral and email.
Hyatt’s hotel development group sought to broaden the informational experience they offered to developer and investor partners without sacrificing quality and usability. VSA responded by creating out-of-the-box, interactive presentation tools and establishing a team of brand experts that generated regularly updatable long-form strategic communications. iBooks with a high-touch factor and significant interactive capability, fact sheets and responsive hotel owner email campaigns all offer consistency and a holistic brand story across the portfolio of brands.
A set of videos that describe each of Hyatt’s brands through the customers and employees who experience them, “Voices of Hyatt” is a primer for development teams. In this way, the videos encourage an often-abstract brand story to be understood quickly by a range of audiences.