Hyatt is doubling down on luxury: On Monday, it launched “Luxury Is Personal,” Park Hyatt’s first global marketing campaign in five years, just as the brand speeds up global expansion.
“What sets this effort apart for Park Hyatt is the unprecedented global scale and coordination behind it, a first for the brand,” said Katie Johnson, VP and global brand leader at Hyatt.
The ads for the ultra-luxury brand aim to emphasize the brand’s “intuitive service” and “experiences” tailored to individual guests. They offer glimpses of details and service, such as a bartender presenting a cocktail, at Park Hyatts worldwide, set to the piano score of Eric Satie’s Gymnopédies No. 1.
Strategic Positioning
Hyatt collaborated with Epiphany Luxury on the creative and partnered with MMGY Global on “an insights-led strategy.”
“At Par
