Hyatt Makes Social Statement in First-Ever Oscars Campaign
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Hyatt Hotels Corp. is the latest marketer to promote unity in this charged political environment. During the Oscars on Sunday, the company will unveil “For a World of Understanding,” a new corporate brand campaign with its first-ever commercial during the Academy Awards. Set to a modernized version of the song “What the World Needs Now Is Love,” the 30-second spot showcases travelers around the globe connecting with others. In one instance, a blonde woman on a train appears potentially suspicious of a fellow passenger in a headscarf, before smiling in gratitude as the latter helps pick up her belongings off the floor.
“We see travelers in unfamiliar locations, then we see a human gesture that can make all the difference,” said Maryam Banikarim, chief marketing officer at Hyatt. “Everyone can relate to that notion of being in an unfamiliar space and having someone reach out and having that transform their experience.”
The campaign is designed to highlight Hyatt’s new global platform and brand identityone built on making connections for travelers via the Dionne Warwick hit adapted by singer Andra Day. This marks Hyatt’s first overarching brand spot for TV in more than a decade; the hotelier has run ads specific to some of its 13 brands in recent years, including a 2015 commercial for Hyatt Regency.
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