Hyatt gets edgy ; Gears effort toward younger set while highlighting service, price.(Hyatt Hotels Corp.)(Brief Article)

Advertising Age, May, 2001 by MacArthur, Kate

After years of soft-selling its amenities, Hyatt Hotels Corp. is employing a more hard-hitting approach to tout its ``Hyatt Touch.'' As more of the MTV set become business travelers and hip boutique hotels are taking a bigger chunk of the travel dollar, the Chicago-based hotelier is courting younger guests with an edgier look to its four-year-old ``Feel the Hyatt Touch'' campaign.

At the same time, mindful of lean economic times, Hyatt wanted to make sure potential guests knew they get more for their travel dollar at the chain. ``Rather than a simple brand campaign, we wanted to have tangible benefits for people,'' said Wendy Falk, VP-marketing programs for Hyatt.

So its new $20 million ad effort, from Cramer-Krasselt, Chicago, pitches the extras its...

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