“Your Guilty Pleasure”
The Park Hyatt
Stephanie Pavey
Overview
Secondary Research Findings
Secondary Research Findings
Primary Research Findings
SWOT
Time Frame
Media Plan
Creative
Objectives
Secondary Research
The Millennial Generation
• greatest improvements in financial standing
over the past three years
• over 50% reporting improvement.
• greatest planned increases in overall spending
• desire to attain and reflect status
Millennials’ enthusiasm over
their financial improvement
remained despite high youth
unemployment rates.
Secondary Research
Luxury Travel
• Emerging markets are expected to be key
drivers of global luxury travel growth over the
next five years
• Growing demand from business and leisure
travelers
• Luxury hotels had highest value sales in 2012
• strong economic performance
• return of investment.
• Middle class consumers with disposable
income
• Boost demand for luxury hotels worldwide.
The middle class
consumer base is
worth US$6.9
trillion in annual
spending.
Secondary Research
Competitors
• Total value sale for luxury hotels $57 billion US
dollars.
• Intercontinental hotels and resorts lead luxury
brands.
• Shangri-La recorded the strongest value sales
growth in 2012, 13%,
• Ritz-Carlton, 7%
• Sofitel, 5%
Secondary Research
Social Media and Tech
• Increasingly important
• engagement, feedback, loyalty.
• 72% of the wealthy are active Facebook
members
• increasingly use Twitter.
• Luxury travelers at forefront of technological
innovations
“The dynamics of luxury travel have changed
worldwide to welcome a younger consumer base,
who prefer brands with a voice and personality. “
Primary Research
• Age range 18-39
• 26% Male
• 74% Female
230 surveyed
184 in target
92% leisure travel
Primary Research
What do you look for when booking a hotel?
Primary Research
Have you stayed at a Hyatt hotel? If so, what was your experience like?
If not, why?
Primary Research
One-on-One Interviews
• “I would spend the extra money if it was specific amenities that I
would use for myself.”
• “Usually, when looking for a hotel I look to find one that is closest to
the points of interest that I am visiting. Often times I do not even look
at the hotel. “
• “I want it to feel like home. I like a spa, art and nice furniture that
helps me to feel comfortable.”
• “ If I am at a hotel, I want the treatment. I like having room service, a
spa and I like it to feel glamorous. “
Reviews
Amenities
Clean
Quiet
Location
Reput
ation
Service
Look
Quality
SWOT Analysis
Weaknesses
Strengths
• High brand awareness
• World Renowned food and
chefs
• Smaller in size
• Personalized
• Modern
• Attention to detail
Opportunities
• Add more locations
• Utilize social media
• Show target audience that
the Hyatt is for them
•
•
•
•
Tends to attract older audience
Not accessible to the masses
“Home away from home”
Negative Social Media Presence
Threats
• Cheaper prices offered by
competitors
• Lack of awareness/young brand
• Too geared toward the business
traveler
• Not enough new faces; only return
customers
Problem:
• The generation of “emerging aristocracy” is
unaware of the multiple benefits that The Park
Hyatt has in order to satisfy every indulgence they
may have.
Consumer Insight
• If men and women ages 18-39 knew that the Park
Hyatt’s central locations allowed them to
experience everything a city had to offer, they
would be inclined to choose the Park Hyatt for a
leisure getaway.
Time Frame
• Run in the summer, starting June 1, 2014
• 12 Week run
• Focusing on Chicago as the primary location
Media Plan
Target Audience
• sophisticated, educated, fashionable and influential
• men and women ranging from age 18-39.
• travel an average of 1-2 times per year for leisure.
• HHI of $75,000 +
• willing to spend between up to $2500 on a weekend getaway.
• interest in amenities, local attractions and shopping
• appreciate feeling like their accommodations are personalized and unique
•
exceptional customer service.
Media Plan
Print: Magazines
Vanity Fair
• One-page advertisement
• Four color
• Three consecutive issues
• Total around $192,156.
Media Plan
Print: Magazines
GQ
• One-page advertisement
• Four color
• Three consecutive issues
• Total around $164,023.
Media Plan
Print: Magazines
W Magazine
• One-page advertisement
• Four color
• Three consecutive issues
• Total around $107,869.
Media Plan
Digital Media
Google
• Daily budget of $60.00.
• Pay Per Click campaign
• Total around $1,800/month.
Media Plan
Digital Media
Pandora Radio
• three months
• will run across Pandora as a pop-up
ad
• 287,910 times for a total of $5,755.
Media Plan
Digital Media
Hulu
• Designate a total budget of
$54,000
• Average of $18,000 per month.
Media Plan
Digital Media
Expedia/Hotels.com
• TravelAds
• Monthly retainer of $30,000.
• Pay Per Click Campaign
• will run on both sites until the
designated budget is utilized.
Media Plan
Digital Media
Youtube
• Mid-July, $300,000 homepage ad
for 24 hours.
• $5,000/month budget with $.30
being deducted per view.
Media Plan
Digital Media
GQ/Vanilty Fair Online
• Three digital issues of both GQ and
Vanity Fair
• $43,650 per issue.
Media Plan
Digital Media
Facebook
• $100/day CPM in Facebook
advertisements
• totaling $3,000/moth.
Media Plan
Digital Media
Twitter
• Not only consist of ads
• Also designate $8,250 (half of the
designated budget) to promoting
the Park Hyatt account
•
Park Hyatt promotional tweets.
Media Plan
Promotional
Twitter
•
•
•
•
•
•
Contest for the best “Chicago Culture” tweet.
Photo, tagline or any other creative idea from a
follower.
The campaign will last one month
Winner will receive a weekend at the Park Hyatt
Chicago with a guest
Includes two free nights, a giftcard for Nomi, $500
“fun money” and two cubs tickets (airfare included if
necessary).
This will total around $2,700.
Media Plan
Sponsorships
Chicago Cubs
• $500,000 sponsorship
• Will include signage and hospitality efforts.
• Relevant during the Summer months
Media Plan
Sponsorships
Southwest Airlines
• Sponsor of the Chicago Cubs
• Partnering with an airline will ensure that
those traveling via Southwest will always
check Park Hyatt first.
Media Plan
Out of Home
Chicago Transit Authority
• Estimated cost of $345,000 for a three
month campaign
• Includes bus stops, train stops and transit
systems throughout the city.
Media Plan
Creative: Video Ad
Creative:
Print Ad
Creative:
Print Ad
Creative:
Web Ad
Creative:
CTA Ad
Objectives:
• 10,000 entries into the Guilty Pleasure contest
• 20,000 likes on the Park Hyatt Facebook page
• 25,000 new followers on the Park Hyatt Twitter
• Increase first time stays by 7%
• Increase brand awareness by 20%