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Experience
your client
Deserves
Page
Introduction
Hello! We are the PLANK Advertising Agency,
consisting of core team members Peter Sliwa
(copywriter), Lauren Shaw (traffic), Austin Kairis
(account planner), Natasha Poonja (media planner/
buyer), and Katy Buffington (art director). We
all collaborated and brought our individualistic
talents to create a cohesive and dynamic campaign.
Peter wrote the copy for the ads as well as the
press releases. Katy designed all the visuals for
the campaign along with the website. Natasha
developed the media kit along with implementing
and allocating the budget. Lauren managed in
scheduling and conducted the research. Austin was
a central member of the team and helped everyone
accomplish their tasks, while communicating with
all team members to ensure a cohesive campaign.
This booklet details the development of our
campaign and ways to execute our plan in order to
achieve the objectives laid out by Hyatt.
Research
Target Audience
Travel Advisors are already a targeted population
of an industry and because of this we have chosen
a large target market. Throughout our campaign
we will segment the market to appeal to different
divisions of Travel Advisors. This will increase the
ROI.
Travel Advisors who:
Cater to middle to upper class of HHI
$100,000 - $350,000
Include niche categories such as luxury and
business travel
Feel underserviced by big hotel brands
Read trade publications and pays attention to
the new travel trends
Want an improved job performance and closer
relationships with clients and people within
the industry
There is no specific scope of demographics
that relates to how we target to religion, sexual
preference, age, and race.
Competitive Overview
In order to build a more competitive system that
would appeal to Travel Advisors, we conducted
research on Hyatts competitors. We began with
Starwood.
Starwood Hotels offer StarPro rates, which are
gated behind training modules. Starwood PRO
offers training modules as well as one night toward
elite status for every twenty bookings.
Starwood PRO: Advisor Perks
StarPRO rates (gated behind training modules),
SWOT Analysis
Strengths:
The Hyatt brand family consists of 10 uniquely
different experiences. The brand family
includes a variety of locations, services, design,
and amenities, which all attribute to different,
unique experiences.
Weaknesses:
Not enough Travel Advisors are aware of what
Hyatt and the brand has to offer them and their
clients. There is not enough advertising for the
brand family toward Travel Advisors nor are
there educational opportunities to learn more.
Opportunities:
Both the Travel Advisor website and point
system have not be updated since 2009. This
provides opportunities for revamping
distinctive resources and benefits for Travel
Advisors. Also there is an opportunity to
improve Hyatts accessibility to Travel
Advisors, which would enable collaboration for
more meaningful client experiences.
Threats:
Existing reward and education programs
instilled by other hotel and resort companies
are highly competitive and already well known
by Travel Advisors.
Consumer Insights
Developed by Research
Based on our research and the research provided by
Hyatt, we were able to identify several key insights
that shaped our campaign. First and foremost,
Travel Advisors want to be able to provide more for
their clients than a flight and a room to stay in. They
want to create unique and personal experiences for
their clients, and appreciate brands that facilitate
this. When brands dont deliver the experiences
or amenities they promise, Advisors quickly
become frustrated with the brand. They aim to have
Page 3
Campaign objectives
Strategy
Throughout this booklet we will explain our
campaign, which outlines the improvements of
the website, the development of the Hyatt Hand,
a revamped point system for Travel Advisors and
the creation of the Hyatt Immersion Experience
(H.I.E.). We also budgeted digital and print ads for
trade publications to showcase the experience the
Hyatt brand has to offer; this will improve traffic to
the website. Implementing this campaign will help
gain sales within the B-to-B market.
With the execution of the campaign Travel
Advisors will now be able to become experts on
the Hyatt family of brands thanks to webinars and
informational sessions available online and at the
Hyatt Immersion Experiences. Travel Advisors will
also be able to communicate with brand specialists
in the Omaha Center, which will be helpful when
booking their clients at any Hyatt resort. The
website offers a new tenacious outlet to raise
booking sales between Travel Advisors and Hyatt.
Details are to follow.
Page 4
Website Redesign
& Launch
The strategic goal of executing a redesign for
the Hyatt Travel Advisor website is to drive
advisors to it. Here, they can discover the new
tools, services, and benefits Hyatt has to offer.
While we have highlighted these new aspects,
informational features from the previous version
are still available. The website is truly what unites
the elements of campaign and is where we hope to
generate traffic. By having more Travel Advisors
use the website, they will be more likely to sign up
for Gold Passport, learn of the newest benefits, and
book more clients with Hyatt hotels and resorts.
Complementary benefits included when booking on
the website will encourage Travel Advisors to use
the website for all their bookings. This will make
bookings easier to track and build brand loyalty.
Examples of complementary benefits when booking
include:
Completely customized welcome note
Welcome gift of wine or Champaign
upon arrival
Choice of a daily or weekly newspaper
delivered to your clients room
A list of events in the area around the hotel that
may appeal to the client provided by the
Hyatt Hand
The creative direction of the website was to remain
true to the Hyatt brand while still implementing our
new benefits. The format, style, and design of the
website was inspired by Hyatt websites, particularly
the brand Hyatt House. When it came to the design
of the website a strategic insight told us that pictures
of people enjoying their experiences at Hyatt would
resonant better with Travel Advisors. Because of
this insight, we utilized peoples experiences on
a typical Hyatt stay. If the other Hyatt websites
followed suit with this design, it potentially
may increase traffic amongst each of the brands
websites. Mock ups of the website design can be
found on pages 10-15 in the Addtional Documents.
Advisor Passport
Program (Updated point system)
The point system for Travel Advisors through Hyatt
has not been updated since 2009 and no longer
competes with other brands offerings. The program
benefits currently are:
10% commission paid travel
Personal travel up to 50% off
Amenity Programo Advisors can request welcome amenity
for their clients
Slice of Paradiseo Free night stay certificate after 3 nights
books at any 20 participating resorts
Due to the competitive overview we have compiled,
we developed new benefits for Travel Advisors in
addition to the current program. The new additions
What is H.I.E?
Another facet of our campaign is the Hyatt
Immersion Experience. This immersion will
improve brand loyalty and make advisors experts
on the Hyatt family of brands while also giving
them a hands-on understanding of the experiences
they can provide their clients. The Hyatt Immersion
Experience (H.I.E.) is an all expense paid weekend
long event where up to 200 Travel Advisors will
network, learn, and immerse themselves in the
experience of a lifetime. The event will highlight
educational seminars while Advisors are treated as
guests in the hotel.
The objective of the events is to:
Raise loyalty among travel advisors so that they
will keep using Hyatt
Show experience, quality, immersion of a
Hyatt stay
Improve knowledge of Hyatt brand with
Travel Advisors
The event will include the following elements:
Flight, room, and meals
Keynote speakers
o Finance experts who specialize in travel
businesses
o B2C experts who will teach Travel Advisors
how to brand themselves toward their clients
Networking opportunities among Travel
Advisors and Hyatt specialists
Attendees will have a deeper insight of the
experiences that their clients will have at Hyatt
Creative:
The ads we created will identify the Hyatt brand
and define the experiences Hyatt offers. The ads are
vivid, vibrant, personal, and designed to highlight
the Hyatt experience. The theme of our campaign
is Book The Way Your Client Deserves. The
idea behind our creative is to show clients having
experiences that surpassed their expectations,
thanks to their advisors booking with Hyatt. These
ads will be displayed on digital and print vehicles
including TravelPulse.com, LuxuryTravelAdvisor.
Page 6
Media Kit
o TravelAgentCentral.com
- Medium Rectangle 0
- Run on site (ROS)
- $2,250 x 12 months = $27,000
- Rotate 4 of our print ads throughout
12 month period
- Content Section
- $1,750 x 12 months = $21,000
- Rotate 4 of our print ads throughout
12 month period
Total digital costs = $117,000
Social media advertisements on Facebook
Using custom developed and managed B-to-B
social media channels
o Lead Capture & Fan Growth Program
- $17,500
o Fan engagement & brand awareness program
- $7,500
o Hosted Content Program on 1 App
- $3,000
o Sponsored Content/Newsfeed Post
Program (5 posts)
- 30 total posts
- $1,200 x 6 programs = $7,200
Total social costs = $35,200
Native advertising
Figures and information provided by
Travel Alliance
Run on TravelAgentCentral.com
o $3,000 x 24 weeks = $72,000
o Every other week throughout 12
month period
Total native costs = $72,000
Print advertisements
Vacation Agent Magazine [The definitive trade
publication Travel Advisors turn to for what
they need to know: in depth product knowledge
on brands and destinations]
Figures and information provided by
Travel Alliance
o page ad
- Rotate 4 of our print ads throughout
12 month period
- $8,381 insertion x 12 months =$100,572
o page ad
month period
- $4,681 insertion x 8 months = $37,448
Total = $138,020
Agent@Home Magazine
Figures and information provided by
Travel Alliance
o Page ad
- Rotate 4 of our print ads throughout 12
month period
- $6,604 x 12 months = $79,248
o Page Ad
- Rotate 4 of our print ads throughout 8
month period
- $3,739 x 8 months = $29,912
Total = $109,160
Travel Group
o page ad
- Rotate 4 of our print ads throughout 12
month period
- $9,116 insertion x 12 months =$109,392
o page ad
- Rotate 4 of our print ads throughout 8
month period
- $4,512 insertion x 8 months = $36,096
Total = $145,488
Luxury Travel Advisor Magazine
Figures and information provided by Questex
Travel Group
o page ad
- Rotate 4 of our print ads throughout 12
month period
- $4,400 insertion x 12 months = $52,800
Total = $52,800
Total print costs = $445,468
HyattTravelAgents.com redevelopment
Between $14,700-$29,000* and up depending
on requirements
Source: http://www.executionists.com/blog/
much-website-cost-2015/
$117,000
$72,000
$35,200
$445,468
$29,000
Potential Campaign
Expansion
**This does not include production for ads; that portion can be
found in the budget.**
Budget Breakdown
H.I.E.
Top 200 Travel Agents as defined by metadata
from TravelWeekly.com
All Expense Paid
Room= $405/per night x 200people = $162,000
Flight = $300/per person x 200people =$60,000
Hall Expense = $1,000/per day =$2,000
Food and Beverage = $13,000/per day=$26,000
Key Note Speaker (Someone who is an
expertise on self-branding and experience in
B-to-C marketing. Also, an expert in finances
for Travel Advisors)= $2,000
Total Investment: $252,000
Media Kit
Total digital costs = $117,000
Total social costs = $35,200
Total native costs = $72,000
Total print costs = $445,468
17.5%
5.2%
10.8%
66.5%
Page
Additonal Document:
Example for Native Advertising
For Immediate Release
July 11th, 2015
CHICAGO, ILHyatt is committed to offering industry-leading service, and not just to our guests. Weve created the Hyatt
Immersion Experience to give travel advisors the ultimate showing in Hyatt hospitality. The Hyatt Immersion
Experience (H.I.E.) is a first-hand taste of what we have to offer you and your clients. Held at our flagship
Park Hyatt in Chicago, a weekend-long stay with us will help make you experts in our brands and services.
Guest speakers will present not only on Hyatt, but also on ways for you to expand, grow, and sustain your
businesses.
Hyatt has always pushed to be on the cutting edge of the hospitality industry, and now were pushing our
standards even higher with the Hyatt Hand team and the new Adviser Passport rewards. We are proud to
announce the new Hyatt Hand program, a dedicated help team available exclusively to travel advisers.
Theyre here to make sure your guests get exactly the experience they want, from special arrangements to
unique amenities. Alongside the new Adviser Passport rewards program, you can now create experiences as
unique as your clients. Agents are now able to spend points theyve earned through booking with Hyatt on
their clients, providing them with amenities and bonuses unlike any other in the industry.
###
Page
Additonal Document:
Mock Ups of Website
Page
10
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11
Page
12
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13
Page 14
Page 15
Page 16
By: Peter Sliwa (Copy), Lauren Shaw (Traffic), Austin Kairis (Account
Planner), Natasha Poonja (Media), and Katy Buffington (Art Director)
Book the
Experience
your client
Deserves
Page 17
Research
Page 18
Target
Audience
Page 19
Competitive
Overview
Page 20
Threats:
Both the Travel Advisor website and point system have not be updated
since 2009
Opportunities for revamping distinctive resources and benefits
Also there is an opportunity to improve Hyatts accessibility to Travel
Advisors, which would enable collaboration for more meaningful
client experiences
Opportunities:
Not enough Travel Advisors are aware of what Hyatt and the brand has
to offer them and their clients
Weaknesses:
Strengths:
SWOT
Analysis
Page 21
Consumer Insight
Page 22
Campaign
Objectives
Page 23
Goal of Campaign:
Our Campaign:
Strategy
Page 24
Website
Redesign
& Launch
Page 25
Page 26
Page 27
Page 28
Page 29
Hyatt Hand
Page 30
Room upgrades
Complimentary breakfast
Free nights
Hotel shuttles/ car services
Spa services
Bar passes (where applicable)
Dining passes
Ex: 2,000 points for client = 660 points for Travel Advisor
Earning Points-
Point System
Diamond
Earn Diamond Passport status by booking
100 clients in a year
Maintain Diamond status by booking at
least 60 clients a year
When status earned and maintained,
receive up to 20 free room upgrades for
the your client per calendar year
Platinum
Earn Platinum Passport status by booking
50 clients in a year
Maintain Platinum status by booking at
least 30 clients a year
When status earned and maintained,
receive up to 10 free room upgrades for
the your client per calendar year
Page 31
Hyatt
Immersion
Experience (H.I.E)
Page 32
Hyatt
Immersion
Experience (H.I.E)
Page 33
Page 34
Page 35
Page 36
Page 37
Page 38
Medium Rectangle 0
- Run on site (ROS): Rotate 4 of our print ads throughout 12 month period
- Content Section: Rotate 4 of our print ads throughout 12 month period
TravelAgentCentral.com
Medium Rectangle 0
- Rotate 4 of our print ads throughout 12 month period
LuxuryTravelAdvisor.com
Digital advertisements
Figures and information provided by Travel Alliance
TravelPulse.com
Media Kit:
Digital Placements
Page 39
- Run on TravelAgentCentral.com
- Every other week throughout 12 month period
Native advertising
Media Kit:
Social & Native
Page 40
Agent@Home Magazine
Print advertisements
Page 41
Website
TOTAL= $995,668.00
Production
Media Kit
H.I.E.
Budget
Page 42
App
Larger H.I.E.
Media
Potential
Campaign
Expansion
Page 43
Questions?
Thank You,
Appendix
Research:
https://www.dropbox.com/s/qqo3qjq2g4lsvt8/
Hyatt%20Travel%20Advisor%20Project.
pptx?dl=0
https://www.dropbox.com/s/qqo3qjq2g4lsvt8/
Hyatt%20Travel%20Advisor%20Project.
pptx?dl=0
http://www.parkchicago.hyatt.com/en/hotel/
home.html
http://www.andaz.hyatt.com/en/andaz.html
http://www.regency.hyatt.com/en/hyattregency.
html
http://www.place.hyatt.com/en/hyattplace.html
http://www.house.hyatt.com/en/hyatthouse.html
http://allinclusive.hyatt.com/en/allinclusive.
html
http://www.hyatthotels.hyatt.com/en/
hyatthotels.html
http://www.hyattresidenceclub.com/hvc/en/
home.html
http://www.hyattcentric.com/
http://www.grand.hyatt.com/en/grandhyatt.html
Media:
http://www.travelmediakit.com/wp-content/
uploads/2014/12/Travel2015_RateCard1.pdf
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AABhuuI0ENGPyOYqIC7QN6HQa/
Travel%20Alliance%202015_MediaKit.
pdf?dl=0
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AABygqN54ms13gbgD4G8EuX1a/2015Focus-Series-3.24.15.pdf?dl=0
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AACCq14daZ9gTRNBLsQ2entDa/2015-LTAEdit-Calendar-3.24.15.pdf?dl=0
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AABAHo66qVRnW6D7KEAwgJqMa/2015Travel-Agent-Mag-edit-calendar-3.24.15.
pdf?dl=0
Page 44
Creative:
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AAAFEoP6AQzo-gqrmHZZbvQ2a/
MB140374_MasterBrand_Guidelines-12.
pdf?dl=0
http://filecache.drivetheweb.com/mr5mr_
hyatt/177849/C17_Palm+Springs_FI_03-162015+rev.png
http://www.pacificcontractsources.com/images/
Installations/Web/Hyatt-Andaz-Maui-LobbyWeb.jpg
http://sandiego.andaz.hyatt.com/content/dam/
PropertyWebsites/andaz/sanas/Media/All/
Andaz-San-Diego-Rooftop-Pool.jpg
http://maui.andaz.hyatt.com/content/dam/
PropertyWebsites/andaz/oggaw/Media/All/
Andaz-Maui-at-Wailea-P108-Exterior1280x427.jpg
http://sandiego.andaz.hyatt.com/content/dam/
PropertyWebsites/andaz/sanas/Media/All/
Andaz-San-Diego-P068-Ballroom-Rounds1280x720.jpg
http://ordonezservices.com/wp-content/
uploads/2013/12/HYATT-ZIVA-LOS-CABOS.
jpg
http://www.doterra.com/jamaica2015/images/
Hyatt%20Ziva%20Rose%20Hall%202.jpg
http://www.amiloscabos.com/blog/wp-content/
uploads/2014/01/IMG_3609-e1390370407841.
jpg
http://i.ytimg.com/vi/ZI1G1MbW0uU/
maxresdefault.jpg
http://mommypoints.boardingarea.com/wp
content/uploads/2015/02/IMG_8488.jpg
http://i.ytimg.com/vi/GRc1ECqCpAc/
maxresdefault.jpg
https://blog.hyatt.com/wp-content/
uploads/2015/01/ISTHR_Lobby.jpg
http://www.travelingmom.com/wp-content/
uploads/2014/08/P1010012.jpg
http://i.ytimg.com/vi/y1SEsTWMz9k/
maxresdefault.jpg
http://denverregency.hyatt.com/content/dam/
PropertyWebsites/global/Media/All/HyattFitness-Center.jpg