CHICAGO— Hyatt Hotels Corporation has selected Critical Mass to develop the new design, functionality and technology platform for Hyatt.com and Hyatts network of other sites in North America. Based in Calgary, Critical Mass is a developer of web sites and related marketing applications. Critical Mass will design and develop a state-of-the-art technology platform for Hyatt.com and Hyatts other sites featuring personalized marketing and greater integration with Hyatts Gold Passport program. Customer profiles will enable targeted delivery of marketing content, according to the company. The new technology platform will incorporate Hyatts growing number of web sites in North America to provide unified design, functionality and content. Hyatt currently has over 40 web sites in North America and approximately 100 web sites worldwide. The new Hyatt.com will be developed on the ATG technology platform. Advancements provided by the new system include database-driven marketing, improved content management, remote authoring and enhanced tracking and analysis. Hyatt.com is the global site for Hyatts 203 properties around the world. The new Hyatt.com is being designed to facilitate the differentiated marketing of Hyatts worldwide brands: Park Hyatt, Grand Hyatt, Hyatt Regency and Hyatt Resorts. Critical Mass will partner with Rapp Collins Worldwide to join the new Hyatt.com with Hyatts award-winning Gold Passport customer loyalty program. Hyatts relationship with Rapp Collins includes marketing communication, database applications and related activities for the Gold Passport program.
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