Hyatt 'touch' returns to television.(Global update: marketing)(Hyatt Hotels Corp.)(Brief Article)

Hotels, December, 2004

CHICAGO Hyatt Hotels Corp. has returned to major television advertising after a 10-year hiatus with the November launch of a new, US$20 million campaign entitled "Spliced," based on the notion that at any given time "interesting human dramas are being played out at Hyatt hotels across the globe."

"They take advantage of what we do every day--create positive memorable experiences for our customers," says Wendy Falk MacGregor, Hyatt's vice president, marketing programs. "As business returns we think it's increasingly important to shift away from discount programs to brand building."

These film-esque mini-dramas will be featured in a series of 14 television spots wherein the creators have shot various Hyatt vignettes and spliced them together to turn...

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