Hyatt Centric – where individuals are in the heart of the action. Our target audience wants to be footsteps away from feeling a ‘part’ of the city and we want to accommodate them with a local-focused vibe, amenities for their comfort, and a memorable, personalized experience that will keep them searching for Hyatt Centric, no matter where they travel.

Target Audience:

This campaign will feature a target audience of female young professionals, ages 27-38 and will feature a diverse group of travelers among ethnicities.

This audience is likely a college graduate, at minimum, and is really starting to establish themselves in their career. They work hard, ranging in a salary of $60,000 - $90,000 annually and spend disposable income on leisure activities like travel and products they love. It’s hard for them to unplug, so while they are likely traveling for leisure, they seek a comfortable place that is digitally connected to log-in, if needed.

They oftentimes travel with a partner or friend and want to be embedded into the city. They will want to feel the local flare of the area whether it’s food, cocktails, coffee shops, music or shopping and they’ll be searching for all the best spots on their smartphones.

When they are back in the room, connection is a must. Whether it’s ordering a bite to eat, easily connecting to WiFi, using streaming services, connecting a device to a TV or speakers, digital check-in / check-out or digital room access, they need to be able to do it all right from their phone. Oh – and your hotel’s reviews, social media posts and corporate accounts? They have already checked them out (WeBee 2022).

These travelers are savvy. They loosely follow politics, but likely are in-tune to social justice issues and what the big issues are on the news or podcasts they are listening to. They want a personalized experience where they can be themselves.

Oh – and they will be looking for every detail and great photo op to post on Instagram.

We want every traveler to know they have a home away from home at Hyatt Centric. It’s diverse, inclusive and ready to turn their trip into more than just a trip – it will be an unforgettable memory.

GaudiLab / Shutterstock.com

Jessica is 34 years old and is rocking her job in real estate. She has been one of the highestperforming young professionals due to her tech-savvy edge over competitors, ability to stand out from the crowd and charismatic approach to working with clients.

Jessica graduated from a Division 1 University with a bachelor’s and master’s degree and focused her time outside of the classroom shadowing and interning at a variety of real estate firms. When she graduated, she was offered a job at one of her favorite internships and she has been there building her clientele since that time. After starting at a salary of $40,000, Jessica has grown and makes about $95,000 a year with the occasional bonus or bump due to a large sale. She’s fashionable and frequents Saks Fifth Avenue, Nordstrom, Kate Spade and local boutique shops. She likes designer items, but loves to find a great bargain, too. She doesn’t leave the house without a put-together outfit, even if it’s leisurewear, lip gloss and her cell phone. She spends disposable income on things she feels aren’t disposable – a gel manicure, skin care and lash extensions. She loves animals and has a cat that she rescued from the animal shelter at home.

When she travels, it’s for a mix of business and leisure, but even on business trips, she makes the most of it by taking time to explore. She likes to feel ‘in the action’ of the city and wants to learn about the local flare. Jessica loves being able to share her experiences on social media with great photos and she likes to be able to offer friends, colleagues, and acquaintances great recommendations to feel the ‘local vibe’ of an area. She also loves planning an annual girl’s trip with a few of her best friends.

Jessica wants to feel like she is a part of the city when she’s there. She always tries the local wine bar or brewery, the coffee shop and the local tapas restaurant. She likes live music from local artists and is always seeking that perfect ambiance for a great social media photo. She likes recommendations from locals and always tries to Google or look at influencer social media profiles before a trip to find hidden gems in an area.

In the hotel, she wants a personalized and unique experience. She wants it to feel fancy and exclusive, but also wants a unique, cozy atmosphere. She wants a bar on-site so she can grab a cocktail and loves a concierge service that can offer local attractions. She appreciates the ease of a digital trip – from check-in to room service, connecting to the television or speaker to a digital key and check-out, she prefers to be able to do it all from her phone. A comfortable room with a cozy atmosphere and trendy décor is where she feels happiest. She also loves a good view of the city.

Jessica likes a loyalty program and is most-likely to book where points matter. Small touches go a long way, so whether it’s a nice welcome gift when she arrives or a coupon for a free cocktail, she likes the feeling of feeling appreciated for her business. She travels frequently by air, but also isn’t afraid of a road trip so the ability to pop in after travel or a day of exploring for a nap is a great perk for her.

Customer service is very important to Jessica. She wants a friendly staff who is willing to go the extra mile to personalize her stay and make her trip memorable. She remembers the hotels that leave an impact due to great customer service and tends to review them positively online, share them on social media and return to stay in the future.

When we view an ideal stay for Jessica, we know that Hyatt Centric is on the top of the list. She can get engrained into the local community and city vibe while still having the great amenities that Hyatt offers like a gym, the ability to plug-in, grab a cocktail or kick back and relax while she posts a few favorite photos from her adventures in the city so far.

Campaign Objectives

• Increase RevPAR by 3% within 18 months

• Increase hotel occupancy rate by 2% within 18 months

• Grow wedding and event bookings by 2% by Q2 in 2024

• Build repeat guest rate by 3% within 24 months

• Increase direct hotel booking (website and app) by 3% within 18 months

• Increase social media reach by at least 2.5M within 12 months

• Increase customer satisfaction rating through online reviews by 8% within 18 months

• Increase Hyatt Centric wedding and special event brand awareness by 20% within 18 months

Campaign Strategies

• Grow brand by promoting a ‘share-worthy experience’ through digital marketing through influencers, guest posts and real-time responses from Hyatt Centric.

• Create a digital approach that puts Hyatt Centric in-line with the global market through website, app and social media.

• Encourage and increase guest sharing and reviewing through creative strategy on social media and through the app.

• Collaborate with local community to drive the ‘heart of the action’ vibe that Hyatt Centric guests aim for when traveling and share these experiences through storytelling.

• Create a two-way, personalized experience with guests through social media monitoring, genuine response and special guest perks. Guest services now goes beyond the in-person experience. It highlights, participates in, and encourages social media attention and couples that service through an in-person, exclusive experience.

• Get creative with the loyalty program with promotions and marketing directly to the target audience.

• Build relationships with new hospitality stakeholders to drive new, creative ideas for events or weddings at Hyatt Centric locations.

Hyatt Centric offers an upscale, personalized experience featuring the authentic local details you crave in prime destinations.

Client: Hyatt Centric

Type: :30 Second Digital Advertisement

Why are we advertising?

To promote wedding bookings at Hyatt Centric

Whom are we talking to?

Brides and couples who are seeking venues weddings

What do they currently think?

Hyatt Centric is for more of the exploration crowd and would not provide the romantic wedding vibe or event-centered customer service for my wedding.

What would we like them to think?

Hyatt Centric offers an upscale, photo-perfect, prime destination venue with personalized service to give you the wedding of your dreams.

What is the single most persuasive idea we can convey?

With beautiful city vibe scenery (no filter necessary), custom designed elements, and an emphasis on service for you and your guests, Hyatt Centric creates a one-of-a-kind wedding experience.

Why should they believe it?

Hyatt Centric has the local insider knowledge and experience being in the ‘heart of the action’ in prime destinations to provide couples with a unique, personalized wedding and experience for their guests.

Are there any creative guidelines?

:30 second digital ads for social media. Use of cityscape yet romantic ambiance. Create buzz around the idea of a city-centered wedding.

:30 Video Frame Outline

Soft, Romantic Music

Actor Call: Late 20’s bride and groom, white, fit. 3 Bridesmaids, 3 Groomsmen – Diversity

Location: Hyatt Centric Buckhead, GA

1. Room decorated as a bridal suite

Includes bride, mother of the bride, bridal party, romantic flowers, mimosas, food, view of city in the window

2. Spaceman’s Lounge Rooftop Bar – Indoor

Cheers of groom with groomsmen (Happy waiter serving the beverages – smile)

3. Photos in the city – bride, groom, bridal party

Unique photo locations and poses – exciting – make these stand out

4. Ceremony- Artisan Room

“I do” and kiss – unique location for ceremony – luxurious and upscale.

5. Toast at Reception – Spaceman Lounge Rooftop Bar

Unique reception location – can be small, just very well-decorated. Happy guests, happy staff, happy bride & groom

Closing:

Upscale venues in prime, city-centered destinations. Create the wedding of your dreams with Hyatt Centric.

• Reach 12% of target audience at least two times quarterly

• Reach 25% of the target audience in markets with a Centric property a minimum of 4 times during the next 18 months

• Target 40% of media resources toward weddings and special events a minimum of 2 times during the next 12 months

• Increase media spend during peak wedding planning times, January – October by 30%

• Drive 20% increase in website impressions through paid media in 12 months

Paid Social Media

Facebook: January – March, August – October

Instagram: January – March, August – October

Pinterest: 12 Months

This campaign will feature a paid social media plan featuring 4 ad creatives and 2 videos per quarter (16 ads, 8 videos annually).

The paid advertisements will run on Facebook and Instagram utilizing high-quality imagery and storytelling from the creative strategy. On Facebook, we will use detailed targeting to define the age of our target audience and relationship statuses marked as in a relationship and engaged. Similarly to our plan for Instagram, we will highlight a big city wedding vibe that gives the couple and wedding guest an experience they will never forget (Team, 2022). They came for a wedding, but with all Hyatt Centric has to offer in the local area, the possibilities are endless to get embedded into the city, as well. We’ll use ads and videos to share real weddings in a variety of Hyatt Centric locations and the stories function to tell the story of the wedding weekend.

Because of Instagram’s entirely visual nature, utilizing high-quality imagery and photos of real weddings and wedding weekend experiences will showcase all that Hyatt Centric has to offer. Additionally, utilizing the Stories function, they can even take short videos of different elements of a wedding weekend (Team, 2022). The goal will be to highlight the entire experience which encourages multiple nights booked per guest or couple.

Additionally, the campaign will utilize Pinterest Ads in this paid media execution. Through bright, creative imagery and video, individuals using Pinterest for inspiration can see the unique, city-centered vibe for a picture-perfect wedding that will be more than just a wedding, but an experience for wedding guests. The point of Pinterest is to provide inspiration for people seeking what to do, make and buy. With 52% of US Millennials using Pinterest and 83% of weekly US Pinners making purchases based on Pins from brands, this is a perfect utilization of a platform to reach our target audience (Pinterest). 81% of engaged individuals who use Pinterest stated that they started planning their wedding on Pinterest before they were even engaged. This gives Hyatt Centric the opportunity to reach the target audience earlier and inspire the city-centric wedding at the earliest stages of the consideration process (Chen, n.d.).

Online Advertising

WeddingPro – 12 Months

WeddingPro combines over 40 years of history and experience between The Knot and WeddingWire in one platform. There are 13 million unique monthly visitors actively planning their wedding using these sites with less than 1% overlap which allows Hyatt Centric to break into a specialized audience specifically targeting brides or individuals planning their weddings (WeddingPro, n.d.). With bright, city-centered wedding vibes, Hyatt Centric can stand out with unique photos, beautiful couples and wedding stories that show guests and couples having an entire experience during the wedding weekend.

SEO, SEM & Image Optimization

SEO: 12 Months

SEM: 12 Months

Image Optimization: 12 Months

Using Google and Google Maps SEO and SEM, we can create local listings that will show up before the larger websites. We will optimize our local listing and website and run Google ads to help us outrank the competitors and by doing so, we will show up before all of the competitor’s listings. Consumer behaviors show that individuals will be more loyal to you if they found your website organically because they found you themselves (Snowmad 2023). Through Google Ads, Google Maps and SEO, we will highlight Hyatt Centric with undivided attention from the competitor. Additionally, we will optimize images for SEO to improve the digital content and rank it higher in search results.

Television / Streaming

Paramount+: January – March, May – June, September – October

Netfflix: January – March, May – June, September - October

:30 Connected TV Advertising (CTV) spots will be created and will run on Paramount+ and Netflix The ads will run August – October, May - June and January – March, as these are the highest planning months for couples. CTV ads appear while someone is streaming content via their smartphones, tablets, computers or Smart TVs and can pop-up during movies, TV shows, streaming music services, podcasts and other digital media (The Remnant Agency 2023). Because these streaming services are popular among our target audience, this will be an ideal use of advertising dollars.

Print

Martha Stewart Weddings: January, April, July, October

Bridal Guide: February, May, August, November

BRIDES: March, June, September, December

Hyatt Centric will run full-page color advertisements (no bleed) in leading bridal magazines including Martha Stewart Weddings (one of the highest-rated wedding publications available), Bridal Guide (high-quality bridal magazine) and Brides, another well-known bridal magazine (Fleming 2020) Advertisements will run in each issue quarterly and will feature some of the best Hyatt Centric locations including in Key West, FL, The Woodlands, TX, Park City, UT and Waikiki Beach in Honolulu, HI (U.S. News Travel n.d.). For optimum exposure, ads will be placed on the Outside Back Cover of each magazine (Suyak 2014).

OOH

Billboards – 4 Cities – May - July

According to U.S. News, Hyatt Centric’s best United States locations include locations in Key West, FL, The Woodlands, TX, Park City, UT and Waikiki Beach in Honolulu, HI (U.S. News Travel n.d.). Hyatt Centric will create a billboard campaign in each city highlighting real weddings with the bright, vivid, big-city wedding creative angle.

EARNED MEDIA OBJECTIVES

• Generate 150 wedding / special event-specific press pick-ups in FY2024

• Enhance Hyatt Centric weddings and special events brand awareness by 20% in 18 months

• Increase positive brand reviews by 25% in 18 months

• Increase wedding-specific impressions by 20% in FY2024

• Increase social media shares by 15% in FY2024

• Reach 10% local partnership goal for special events in 18 months

EARNED MEDIA TACTICS

Press Coverage & Editorials

Utilizing Hyatt Centric hotels that made the U.S. News Best Hotels in the USA, we will focus a press release and editorial campaign highlighting weddings at 15 Hyatt Centric locations in: Key West, FL, The Woodlands, TX, Park City, UT, Waikiki Beach, Chicago, IL, Long Beach, CA, Charlotte, NC, Fort Lauderdale, FL, New York, NY, Minneapolis, MN, Boston, MA, New Orleans, LA and Arlington, VA, Philadelphia, PA and Portland, OR.

Hyatt Centric locations will launch a “Big City Wedding” media tour highlighting the many aspects of choosing a city vibe for a wedding. It will feature unique photos and experiences, local partnerships and a ‘couple-first’ approach to wedding planning and choosing Hyatt Centric as your city-centric venue. Each of the above top Hyatt Centric hotels will host a press event at their hotel to take a “look inside a big city wedding’ and will feature local highlighted partners, photographs, food, venue opportunities within the hotel for ceremonies, cocktail hours, receptions and other wedding weekend events and customer testimonials.

In addition to the press event, Hyatt Centric will work with brides who had unique elements to their wedding to write about their experience to share with local media with an emphasis on highlighting the city itself, but also all that Hyatt Centric offers to give the big city wedding feel in the heart of the action. This can take place through Op Eds and LTE’s focusing on why couples should choose this city for their wedding destination. By coupling the wedding aspect with tourism for the local area, this would increase local news coverage through positive highlights.

Hyatt Centric will offer special rewards for those who host weddings and events and share positive reviews on Google and other wedding or event-centered platforms. The campaign can feature a ‘Free Anniversary Night’ within one year of celebrating their nuptials at the hotel venue in which they hosted their event. Hyatt will make this as simple as possible by providing links to reviews and a simple way to confirm this has been completed.

By developing and highlighting local partnerships, Hyatt Centric is following its brand as a ‘part of the action’ in the cities where it is located. When we can feature local experiences for our guests, particularly during a weekend when we may have many out-of-state guests, we can provide more than just a stay…we can create an atmosphere filled with memories and unique experiences. Through partnerships, we can also provide more services to couples who want to host weddings or special events at Hyatt Centric like photographers, breweries or wineries, makeup and hair artists, transportation services, etc. and can joint highlight them through social media during the event taking place at our hotel.

Let’s make sharing our content irresistible on social media by offering great perks for limited amounts of time. Because 80% of weddings take place from May to October, from June – August we will offer either hotel reward points or ‘lucky winners’ for a free night’s stay at Hyatt Centric for social media sharing and tagging their friends. Content for these perks will include local area highlights of our partnerships, unique experiences in the area of Hyatt Centric locations, happy couple testimonials, etc.

• Drive 500,000 unique visitors to website from social media in 12 months

• Generate at least 100,000 leads through content marketing in FY2024

• Enhance customer satisfaction score on social media to 65% through reviews through response time and customer satisfaction testimonials and surveys in 18 months

• Drive 250,000 unique visitors to “Big City Wedding” blog within 12 months

• Increase wedding / special event inquiries via blog and website by 20% in FY2024

Through the creation of the Big City Wedding blog, Hyatt Centric will use strategic content marketing to drive SEO and bring unique visitors to learn more about Hyatt Centric wedding venues, local experiences in big cities and why they should choose the ‘big city’ vibe for their wedding. Content will highlight real weddings using an authentic voice that shows the many different personalities of couples and the many options they have through choosing Hyatt Centric as their wedding venue.

Utilizing the Hyatt Centric Youtube channel and Instagram and Facebook Stories, Hyatt Centric will create short 2-3 minute videos showcasing real weddings at Hyatt Centric locations. Each will show the personality of the couple, unique elements to their wedding, guest experience, positive customer service experience and any particularly unique city-specific items like photographs, etc. The original content will be shared on all owned channels and will be featured on both the new Big City Wedding Blog and the website.

Website Facelift

Hyatt Centric will create a page on their brand homepage that links to weddings and special events. Guests should be able to search by country, city and state and can see the different Hyatt Centric locations available in an area. Additionally, they can see video testimony or written testimony from couples, learn more about wedding services offered, room blocks, partnerships with local vendors and tons of pictures and videos highlighting incredible weddings at Hyatt Centric locations. This page will also link to the blog for current updates so that they are seasonally beneficial for brides to see as they are searching for their perfect wedding venue. The website will enhance SEO through the highest-ranking words dealing with wedding planning, as well.

Social media will be another key element to this owned media strategy through strategic and thoughtful content giving an authentic and personality-driven approach to planning a big city wedding and choosing Hyatt Centric as your venue. Every couple who looks at our social media needs to find someone them seems like ‘them’ as they scroll our content. Through short video posts of real weddings, highlights of details through photos and unique photography opportunities at our venues, we will highlight the most unique wedding experiences that give the ‘wow factor’ to potential couples that may choose Hyatt Centric as their venue. Additionally, we will maintain they Hyatt Centric branding of the ‘city-centric’ venue that is in the heart of the action. Imagine testimonials from wedding guests who had a great time on the town and loved the customer service they received, a mother-of-the-bride who had an extra special experience due to great customer service, or a bride who had the wedding she had always dreamed of. We’ll be highlighting the best content through photos and videos and will drive social media visitors to our blog and website so we can turn interest into wedding bookings