CHICAGO— Hyatt Hotels Corp. is launching a $20 million national advertising campaign this week featuring Hyatt brand and Gold Passport advertising. The campaign, which includes a series of 14 television spots (six 30-second spots and eight 15-second spots), marks a return to television for Hyatt after a 10-year hiatus. Created by Cramer-Krasselt and titled “Spliced,” the campaign is based on the notion that at any given moment, interesting human dramas are being played out at Hyatts around the world. In each version of “Spliced,” the spots creators have filmed various Hyatt vignettes and then spliced them together to turn six or seven different stories into one tale of “sensuality and intrigue.” Hyatts brand advertising features an end line that reads: “This is not your typical hotel story. This is the Hyatt touch.” The brand spots will run through 2004 and throughout 2005 on cable stations including CNN, MSNBC, Fox News, ESPN, The Golf Channel, BRAVO, The Travel Channel and A&E. A print version of the campaign will break in national lifestyle, travel and business magazines in early 2005. The Hyatt Gold Passport spots feature the loyalty programs bi-annual promotion, “Faster Free Nights,” which allows members to earn a free night at any Hyatt worldwide for every two stays when paying with MasterCard. The Gold Passport spots will also run through 2004 and 2005 on such cable stations as CNN, MSNBC, Fox News, Headline News, ESPN and The Golf Channel. Print advertising will appear in The Wall Street Journal, USA Today, as well as consumer magazines. The television spots were filmed on location at Hyatt Regency Kauai Resort & Spa, Park Hyatt Chicago and Grand Hyatt Seattle.
