ORIGINAL SERIES // TRAVEL // INFLUENCER MARKETING

Hyatt Centric // Discover City Series

YEAR: 2018

Project overview

Develop a series incorporating local talent to highlight the unique offerings at three of the newest Hyatt Centric locations. The cities include Ginza, Tokyo; Montevideo, Uruguay; and Guatemala City, Guatemala. Each hotel is designed to highlight local features of the area and is located in more central locations in cities offering a new way for tourists or professionals to explore each city. They needed to attract local buy-in and global excitement for the newly opened locations.

The challenge

Hyatt Centric was launching their bespoke hotel line across the world and wanted each location to offer a unique experience in line with the brands city-centric direction. They had not yet worked with influencers nor attempted a globally reaching campaign to support business and search goals.

My role

Production and Concept Director - leading a team of global content creators and influencers to craft and execute the travel series. Also working as the client liaison to align marketing and location-specific goals and nuances to feature in the final product. The production required working with local production teams and securing drone and location permitting as well as execution strategy to complete the shoot on time and within budget.

The solution

Bring to life a localized content series that partnered with micro-influencers in each location to bring a story of each location to life. A range of influencer options was vetted to find the right talent for each location where we then worked with them to map out key locations and a script to bring the narrative travel series to life. We then worked with local film teams in each location to capture the final video and provide a robust content library for each location for an extended social campaign and activation.

hero films

Each influencer and creative team worked together to develop a long form video that was then cut into social ‘bite-size’ posts released across brand and influencer channels.

Hyatt Centric Ginza x Misha - Hero video

Hyatt Centric Montevideo x Vala - Hero video

Hyatt Centric Guatemala City x Juan Diego - Hero video

location content libraries

Aside from a vibrant video series being released, we also developed content libraries for each location to support ongoing social needs and provide future-focused creative opportunities for each locally managed social channel and brand.