Hyatt uses Oscars stage to launch campaign on understanding

Global campaign targets China and India as well as US.

Hyatt Hotels is debuting an advertisement aimed at promoting cultural understanding during the Oscars ceremony (taking place Sunday night US time).

As some of the stars attending the glitzy ceremony are expected to make headlines with political statements, the ad centres on an interaction between a woman in headscarf and a fellow commuter. The MullenLowe-created ad, launched as part of the 'World of Hyatt' campaign, clearly references the travel ban that US President Donald Trump attempted to impose on seven Muslim-majority countries.

The ad was shot in Thailand, Morocco and Spain. Grammy-nominated singer Andre Day sang the background tune, "What the world needs now is love". The year-long campaign will extend across TV, digital, social, out-of-home, in-hotel, print, and events with an emphasis on the US, China and India. 

The integrated marketing plan includes a collaboration with AFAR, a company dedicated to immersive travel, to launch a three-day experiental itinerary to Tokyo. The campaign also features a video where Hyatt staff from around the world wear Snapcat Spectacles to allow others to live vicarously through their point of view.

“The work on World of Hyatt was driven by a simple insight about the human heart—that the greatest longing is to know and be known, to understand and be understood,” said Maryam Banikarim, global chief marketing officer, Hyatt, in a statement. 
Tim Vaccarino, executive creative director, MullenLowe, said: “We knew there was a great opportunity to not only craft something very honest, authentic and true to the Hyatt brand but also create something resonant at a time when the world really needs it.”

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