THE SITUATION: Hyatt Regency Boston needed to separate itself from competitors for leisure travel guests.
THE OPPORTUNITY: The hotel devised a set of packages with unique inclusions, and needed an engaging way to convey details to guests.
THE APPROACH: Ad 1 branded the group of seven offerings as “Extreme Packages” to let potential guests know up front that these are not the typical packages found at other hotels. |
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Each package was dubbed with an Extreme name: Extreme Petting dog-friendly package, Extreme Offspring family package, and Extreme Pride for the GLBT market. Images filled with motion and emotion along with package details were displayed on inserts delivered in a rack-size pocket folder.
THE RESULTS: Sales of Hyatt Regency Boston weekend packages skyrocketed and the unusual names and offerings attracted priceless attention from the media. |
