THE MARKETING 100: HYATT RESORTS: TOM O'TOOLE

Advertising Age, June, 1998 by Salomon, Alan

When Hyatt Resorts launched a $21 million marketing program for its 16 locations, Tom O'Toole, VP-marketing for Hyatt Hotels & Resorts, knew the message needed to focus on the destination of the different hotels.

"The ads are designed to express the nature of Hyatt's different destinations and the purpose of the campaign is to communicate more visibly what different Hyatts represent so when people think of high-quality resorts, what they will think of is Hyatt," says Mr. O'Toole.

Next on the agenda was to bring the resort experience to travel agents, the media and the traveling public in the form of the virtual resort, now known as "Vacation for the Nation."

At this annual event, Hyatt highlights the elements of each of its resorts.

Mr....

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.