With multiple brands under the Hyatt umbrella, Hyatt was looking for a unique strategy to differentiate their luxury sector of Park Hyatt properties while also creatively defining what it means to be a World of Hyatt Globalist, the top tier of their loyalty program.
A previous partnership between National Geographic and Park Hyatt demonstrated how associating with a credible brand in the personal luxury space leads to a deeper connection with discerning guests. The new campaign would enable Hyatt to build on the success of their original partnership using those learnings.
Two renowned World of Hyatt Globalists were selected to showcase how luxury is personal to them by retracing the journey of their prized travel-acquired mementoes, while National Geographic Photographer Andy Mann documented their stories.
The campaign over-delivered on impressions by 74%, adding additional brand exposure for Park Hyatt.
Instagram posts exceeded @natgeotravel branded posts engagement rate benchmarks by 1.5X.
CTR on the cobranded ad sets across natgeo.com driving to the digital hub exceeded benchmark by 3.8X.
Clickthrough rate on Park Hyatt banners on the digital hub outperformed benchmark by 46%.
Social media sentiment measured was overwhelmingly positive, with 86% of the total emotional reactions in the “Love”, “Enjoy”, and “Beautiful” categories