Whether encouraging guests to “Be More Wanderlust,” “Be More Rewarded,” “Be More Mindful” or “Be More Immersed,” the “Be More Here” platform marks a new way for Hyatt to demonstrate care through its growing global portfolio, reimagined World of Hyatt program updates and unique wellbeing experiences.
Be More Here
Showcasing the reimagined World of Hyatt loyalty program that offers more awards and more ways to experience wellbeing in more destinations
- World of Hyatt
- New York
- United States
Vice President, Global Marketing, Hyatt
Since the launch of the World of Hyatt global loyalty program in 2017, Hyatt has extended its brand footprint into the luxury and lifestyle space with purposeful brand acquisitions and wellbeing collaboration. With this renewed focus on consumer wellbeing and care, Hyatt has collaborated with VML to extend the World of Hyatt loyalty program to a global engagement platform, through a new brand campaign, “Be More Here.”
This launch also coincides with new World of Hyatt loyalty program updates, that enable members to save and earn more, have more choice in rewards, and even gift rewards to those they love.
The “Be More Here” platform strategy is rooted in the consumer truth that meaningful connection is frequently sacrificed to meet the demands of our everyday lives. The World of Hyatt brand, through its well-appointed care, allows you to experience the magic that happens when you are truly, finally present. And at a time when our individual attention is being pulled every which way, marketing that begs us all to stop, unplug, and savor the moment is a welcome one—doubly so when set against the backdrop of breathtakingly beautiful Hyatt properties across the globe.
To film this international launch, VML and Hyatt worked closely with production company, Smile and photographer/director Lucas Garrido, traveling to five different properties across two continents, even casting real World of Hyatt members for a true portrayal of the Hyatt guest experience. In showing real-life families, friends and couples, the team authentically captured the way real travelers are changed for the better by their experiences.
Work for this global campaign is appearing across Hyatt’s owned channels inclusive of website, email, social, in-room TV and other on-site materials at Hyatt properties globally. Paid media for the campaign is running across Connected TV, Online Video, Paid Social, Paid Digital and OOH.