Hyatt Hotels & Resorts

Hyatt Hotels & Resorts needs no introduction. This premier hotelier is a household name across the world, known for its design-forward ambience, personalized service and luxury offerings. Yet the three brands under the Independent Collection – The Unbound Collection by Hyatt, Destination by Hyatt and JdV by Hyatt – proved to be relatively unknown. According to a 2023 brand health survey, only 15% of consumers reported knowing what any of the brands stood for. This is when Hyatt came to us. 

Using an integrated, multichannel strategy across paid social, digital media, print and OOH, we targeted customized audience personas through three true-to-brand, insights-driven, U.S.-based campaigns. We worked with Hyatt to clearly define each brand’s voice to deliver creative executions that were both distinct from the crowd and distinguishable from each other. Our strategy aimed to drive awareness; generate incremental, first-time consideration; and increase incremental searches and bookings across Hyatt’s Independent Collections brands. 

Awareness Results: 

• 4.55% lift in brand awareness, exceeding goal by over 166% 

• 212.3 million paid media impressions, exceeding goal by over 70% 

• 80% video completion rate, exceeding goal by 21% 

• 20.8 million brand engagements, exceeding goal by 2% 

Incremental, First-Time Consideration Results: 

• 52,580 web page views for Destination by Hyatt 

• 40,449 web page views for JdV by Hyatt 

• 57,110 web page views for The Unbound Collection by Hyatt 

• 150,139 total web page views 

Incremental Searches and Bookings Results: 

• $2.64 million in post-attribution revenue 

• 4,433 post-attribution bookings to date 

• 13% average search-to-booking conversion rate 

Return on Ad Spend:  

• Destination by Hyatt: $3 

• JdV by Hyatt: $2.70 

• The Unbound Collection by Hyatt: $2.80