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Story of Hyatt’s Luxurious Way of life Accommodations

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Skift Take

Hyatt’s model muse Crystal Vinisse Thomas reveals the pondering behind her seven-figure advertising marketing campaign for luxurious way of life model Andaz.

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Hyatt’s luxurious way of life model, Andaz, launched a model consciousness marketing campaign in November known as Be Like No One’s Watching. The marketing campaign illustrates the various challenges and alternatives that resort teams face as they market manufacturers in at this time’s noisy media ecosystem. So Skift checked in to see the way it’s been going.

“On the preliminary benchmarks we set for engagement and viewership, the outcomes have been nice to date,” stated Crystal Vinisse Thomas, vp and international model chief of Hyatt’s way of life and luxurious manufacturers.

The marketing campaign is the primary for Andaz because the resort model debuted in 2007. The marketing campaign is the brainchild of Thomas, considered one of AdAge’s 2023 picks for its 40 beneath 40 listing. Thomas beforehand did model work for Apple’s Beats by Dre and Marriott’s luxurious way of life model W.

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Crystal Vinisse Thomas works on seven of Hyatt’s manufacturers. Supply: Hyatt.

Experiential Journey

Hyatt stated it’s making “a seven-figure funding” within the year-long marketing campaign. It has dropped three advertisements to date, with three extra coming quickly. The goal has been to interrupt by the noise with a non-traditional advertising method.

“One factor that was essential to me was that — as a result of Andaz is a life-style model — we should always discuss in regards to the way of life and experiences versus the transactional nature of a resort reserving,” Thomas stated.

She felt that resort advertising too typically focuses on displaying folks visitor rooms or swimming pools and call-to-actions to e book fairly than storytelling of the type that corporations like Nike do. Vacationers ought to be capable to see themselves within the story, she stated.

Within the Andaz model marketing campaign, Hyatt’s staff showcased actual folks residing out their extra aspirational and non-traditional sides within the setting of Andaz properties.

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For instance, one middle-aged faculty instructor visits a property to get pleasure from experiences like DJ-ing and karaoke and enjoying an electrical guitar on the mattress to attach along with his deep inside love of music.

@hyatt

From Bali to Prague to Mexico Metropolis to Scottsdale – escape to an Andaz resort and awaken your ardour, uniqueness and being. At Andaz inns, the model of your self you need to be has the room (or suite) to shine.

♬ unique sound – Hyatt

Bringing a Luxurious Way of life Lodge Model to Life

Thomas thought it was essential to pick out actual folks, fairly than fashions. They interviewed many individuals to discover a handful who had day jobs but additionally secret passions, akin to one one who needed to be an Afropunk fashionista.

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Among the finest moments occurred by experimentation and serendipity, Thomas stated.

One idea had been to depict a girl on a field at a resort surrounded by flowers so her love of dancing may very well be highlighted.

The portrait photographer, Afanador, urged having the lady maintain a parrot, however Thomas thought that may be “tacky.” But after they experimented with having the lady maintain the parrot, they received some stunning pictures and video.

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“Anika simply began to maneuver and circulation with the parrot, and it was an ideal pairing of the second, and it allowed the concept to present itself,” Thomas stated. “She’s by no means held a parrot earlier than and, all of a sudden, that second has unlocked part of herself much more and gave her the liberty to faucet into it and categorical herself.”

“Our complete marketing campaign is about exploring our daring personas by journey,” Thomas stated. “Fascinated with that second the place we captured it simply offers me the chills.”

@hyatt

Every time you journey is a chance to reinvent your self. Whenever you keep at an Andaz resort, we empower you to maneuver to your individual rhythm and lose your self within the journey– irrespective of the vacation spot. Dance down the streets–– or the resort hall–– whenever you keep at Andaz Accommodations & Resorts.

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♬ unique sound – Hyatt

Marketing campaign Cheat Sheet

  • The place are the advertisements showing? The advertisements have been showing for a few 12 months in print, on-line, and in paid and brand-owned social channels, akin to TikTok. The marketing campaign art work will seem in North America, Europe, the Center East, and Asia. Vogue helped launch the present marketing campaign’s promoting, beginning with its September problem.
  • Who made it? Thomas and her colleague Kenneth Allen Villamil, vp, international model design, tapped branding company RO New York as a conceptual associate. (Andaz has no company of file.) Hyatt employed portrait photographer Ruven Afanador, cinematographer Joshua Steen, and stylist Bernat Buscato to carry the scenes to life.
  • What’s taking place on the inns themselves? The marketing campaign is accompanied by a set of occasional occasions in any respect 25 Andaz properties that goal to assist visitors reside out their fantasies. Examples embody a latest skilled DJ’s masterclass in methods to combine music on the Andaz Mexico Metropolis Condesa or a  pottery-making class at one of many oldest artwork faculties in Delhi that was lately bookable at Andaz Delhi (Aerocity).

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