Book the

Experience
your client
Deserves

Page

Introduction
Hello! We are the PLANK Advertising Agency,
consisting of core team members Peter Sliwa
(copywriter), Lauren Shaw (traffic), Austin Kairis
(account planner), Natasha Poonja (media planner/
buyer), and Katy Buffington (art director). We
all collaborated and brought our individualistic
talents to create a cohesive and dynamic campaign.
Peter wrote the copy for the ads as well as the
press releases. Katy designed all the visuals for
the campaign along with the website. Natasha
developed the media kit along with implementing
and allocating the budget. Lauren managed in
scheduling and conducted the research. Austin was
a central member of the team and helped everyone
accomplish their tasks, while communicating with
all team members to ensure a cohesive campaign.
This booklet details the development of our
campaign and ways to execute our plan in order to
achieve the objectives laid out by Hyatt.

Research

Hyatt presented us with primary research that

was conducted for this campaign, which was then
solidified by our research. Our primary contact was
Travel Advisor Colleen OConnell from Carols
Travel Service. Our additional primary research
allowed us to build stronger consumer insights.
Team members conducted secondary research
in order to gain more insight about the different
brands within the Hyatt family. This has aided
us in segmenting the market to create better
advertisements.
Reached out to friends and family via social
media and interviews, and ultimately found that
people who are using Travel Advisors have
higher disposable income
Travel Advisor would prefer to have a P.O.C.
(point of contact) within a company in order to
help clients have the best possible experience
and further their relationships with clients
Travel Advisors lack of connections leads
to a lack of information and education about the
company they are trying to use
Travel Advisor is more likely to spend points on
Page 2

guests rather than themselves

The idea of a trade show was well received, but
we chose to focus it to an immersion experience
that promotes knowledge of the Hyatt
experience in addition to personal networking
connections
The primary research we conducted heavily
correlated with Hyatts provided research

Target Audience
Travel Advisors are already a targeted population
of an industry and because of this we have chosen
a large target market. Throughout our campaign
we will segment the market to appeal to different
divisions of Travel Advisors. This will increase the
ROI.
Travel Advisors who:
Cater to middle to upper class of HHI
$100,000 - $350,000
Include niche categories such as luxury and
business travel
Feel underserviced by big hotel brands
Read trade publications and pays attention to
the new travel trends
Want an improved job performance and closer
relationships with clients and people within
the industry
There is no specific scope of demographics
that relates to how we target to religion, sexual
preference, age, and race.

Competitive Overview
In order to build a more competitive system that
would appeal to Travel Advisors, we conducted
research on Hyatts competitors. We began with
Starwood.
Starwood Hotels offer StarPro rates, which are
gated behind training modules. Starwood PRO
offers training modules as well as one night toward
elite status for every twenty bookings.
Starwood PRO: Advisor Perks
StarPRO rates (gated behind training modules),

1 night toward elite status for every 20 booked

The Ritz Carlton offers a four-hour response
guarantee and a dedicated Guardian Angel who
are support contacts.
Ritz Carlton Stars: Advisor Perks
4-hour response guarantee
Dedicated Guardian Angels
Custom fact sheets
Four Seasons assist their Travel Advisors with
custom emails for clients, branded communication,
and a $50 commission after every 3 bookings. They
also maintain at least 4 personnel per property to
handle support communication.
Four Seasons Preferred Partners: Advisor perks

Custom emails for clients

Branded communication
3 books - $50 cash
Support Contact
Contact sheet of at least 4 people for every
property
Floor plans for specific room

Marriott Hotels offer education and training

modules and uses workflow tools, with a Red Coat
App.
Marriot Advisor Perks:
Benefits gated behind online training modules
Red Coat App
Hyatts current system can be found under the
Advisor Passport Program section of this booklet.
It currently lacks educational programs or training
modules for Travel Advisors such as the ones
offered by Marriott Hotels and Starwood. In
addition, when compared to the Ritz Carltons
Guardian Angel and Four Seasons personnel,
Hyatt is in need of a better support contact aside
from the Omaha call center.
Ultimately, the overview uncovered opportunities
to be incorporated within our campaign. Hyatt
needs to revamp its system in order to gain the
competitive advantage for Travel Advisors. Given
the research, we are able to create an analysis of the
situation to help facilitate a better benefits program

for Travel Advisors while also maintaining current

elements.

SWOT Analysis
Strengths:
The Hyatt brand family consists of 10 uniquely
different experiences. The brand family
includes a variety of locations, services, design,
and amenities, which all attribute to different,
unique experiences.
Weaknesses:
Not enough Travel Advisors are aware of what
Hyatt and the brand has to offer them and their
clients. There is not enough advertising for the
brand family toward Travel Advisors nor are
there educational opportunities to learn more.
Opportunities:
Both the Travel Advisor website and point
system have not be updated since 2009. This
provides opportunities for revamping
distinctive resources and benefits for Travel
Advisors. Also there is an opportunity to
improve Hyatts accessibility to Travel
Advisors, which would enable collaboration for
more meaningful client experiences.
Threats:
Existing reward and education programs
instilled by other hotel and resort companies
are highly competitive and already well known
by Travel Advisors.

Consumer Insights
Developed by Research
Based on our research and the research provided by
Hyatt, we were able to identify several key insights
that shaped our campaign. First and foremost,
Travel Advisors want to be able to provide more for
their clients than a flight and a room to stay in. They
want to create unique and personal experiences for
their clients, and appreciate brands that facilitate
this. When brands dont deliver the experiences
or amenities they promise, Advisors quickly
become frustrated with the brand. They aim to have
Page 3

professional relationships with people working for

a brand, both to have someone to go to with their
questions and someone to count on when they make
special requests for their clients.
Bottom Line: If Travel Advisors were more
aware of the Hyatt brand, its tools, services and
experiences offered, then they would be more likely
to book their clients at Hyatt in order to give them
the best possible experience.

Campaign objectives

Increase the number of Travel Advisors who

register for the program by 4% before the end

of 2015.

Increase the number of Travel Advisor

reservations from July to December by 6%.

Increase website traffic by 10% before the end
of 2015.

Strategy
Throughout this booklet we will explain our
campaign, which outlines the improvements of
the website, the development of the Hyatt Hand,
a revamped point system for Travel Advisors and
the creation of the Hyatt Immersion Experience
(H.I.E.). We also budgeted digital and print ads for
trade publications to showcase the experience the
Hyatt brand has to offer; this will improve traffic to
the website. Implementing this campaign will help
gain sales within the B-to-B market.
With the execution of the campaign Travel
Advisors will now be able to become experts on
the Hyatt family of brands thanks to webinars and
informational sessions available online and at the
Hyatt Immersion Experiences. Travel Advisors will
also be able to communicate with brand specialists
in the Omaha Center, which will be helpful when
booking their clients at any Hyatt resort. The
website offers a new tenacious outlet to raise
booking sales between Travel Advisors and Hyatt.
Details are to follow.

Page 4

Website Redesign
& Launch
The strategic goal of executing a redesign for
the Hyatt Travel Advisor website is to drive
advisors to it. Here, they can discover the new
tools, services, and benefits Hyatt has to offer.
While we have highlighted these new aspects,
informational features from the previous version
are still available. The website is truly what unites
the elements of campaign and is where we hope to
generate traffic. By having more Travel Advisors
use the website, they will be more likely to sign up
for Gold Passport, learn of the newest benefits, and
book more clients with Hyatt hotels and resorts.
Complementary benefits included when booking on
the website will encourage Travel Advisors to use
the website for all their bookings. This will make
bookings easier to track and build brand loyalty.
Examples of complementary benefits when booking
include:
Completely customized welcome note
Welcome gift of wine or Champaign

upon arrival
Choice of a daily or weekly newspaper

delivered to your clients room
A list of events in the area around the hotel that

may appeal to the client provided by the

Hyatt Hand
The creative direction of the website was to remain
true to the Hyatt brand while still implementing our
new benefits. The format, style, and design of the
website was inspired by Hyatt websites, particularly
the brand Hyatt House. When it came to the design
of the website a strategic insight told us that pictures
of people enjoying their experiences at Hyatt would
resonant better with Travel Advisors. Because of
this insight, we utilized peoples experiences on
a typical Hyatt stay. If the other Hyatt websites
followed suit with this design, it potentially
may increase traffic amongst each of the brands
websites. Mock ups of the website design can be
found on pages 10-15 in the Addtional Documents.

The Hyatt Hand

The Hyatt Hand is a new task force compiled of
eight brand specialists that will assist in delegating
and sharing resources with Travel Advisors
exclusively. The Hyatt Hand will be available to
Travel Advisors when needed and will be able to
facilitate the bridge between Hyatt and the Travel
Advisor.
Hyatt Hand will help with any discrepancies given
the costs of stay with the client. For example,
if a Travel Advisors client can only budget a
$4,300.00 trip and the total is $5,000.00, the Travel
Advisor will be able to reach out to their Hyatt
Hand, which will accommodate the client on a
favorable basis. Hyatt Hands will only be able to
help with discrepancies on a once a quarter basis,
to ensure the expansion of brand loyalty and gain
relationships with prospective clients/guests without
a significant loss in profit.
The Hyatt Hand is also assist in specializing client
stays at Hyatt resorts upon request through the
Travel Advisor. One of the ways the Hyatt Hand
assists is by sending a collection of current events
taking place in the city the client is staying in.

Advisor Passport
Program (Updated point system)
The point system for Travel Advisors through Hyatt
has not been updated since 2009 and no longer
competes with other brands offerings. The program
benefits currently are:
10% commission paid travel
Personal travel up to 50% off
Amenity Programo Advisors can request welcome amenity

for their clients
Slice of Paradiseo Free night stay certificate after 3 nights

books at any 20 participating resorts
Due to the competitive overview we have compiled,
we developed new benefits for Travel Advisors in
addition to the current program. The new additions

include many new ways to spend points on client,

a way for the Advisor to earn points faster, and
a integrated ranking system that will encourage
Travel Agents to improve and maintain bookings at
Hyatt.
Earning Points:
Earn 33% more in points when you book your
client at any Hyatt Resort
o Ex: 2,000 points for client = 660 points for

Travel Advisor
Services Advisor can provide client:
Earn 10% points back when used on clients
with Gold Passport
Earn 15% points back when used on clients
with Platinum Passport

Earn 20% points back when used on clients

with Diamond Passport

o Points are redeemed for client benefits only
such as:
- Room upgrades
- Complimentary breakfast
- Free nights
- Hotel shuttles/ car services
- Spa services
- Bar passes (where applicable)
- Dining passes
- Cabanas
- Reserved show seating
- Prearranged chargers and adaptors
depending on the availability

Increasing Ranking for improved benefits

Earn Platinum Passport status by booking 50
clients in a year
o Maintain Platinum status by booking at
least 30 clients a year
o When status earned and maintained, receive
up to 10 free room upgrades for the your
client per calendar year
Earn Diamond Passport status by booking 100
clients in a year
o Maintain Diamond status by booking at least
60 clients a year
o When status earned and maintained, receive
up to 20 free room upgrades for the your
client per calendar year
Page 5

What is H.I.E?
Another facet of our campaign is the Hyatt
Immersion Experience. This immersion will
improve brand loyalty and make advisors experts
on the Hyatt family of brands while also giving
them a hands-on understanding of the experiences
they can provide their clients. The Hyatt Immersion
Experience (H.I.E.) is an all expense paid weekend
long event where up to 200 Travel Advisors will
network, learn, and immerse themselves in the
experience of a lifetime. The event will highlight
educational seminars while Advisors are treated as
guests in the hotel.
The objective of the events is to:
Raise loyalty among travel advisors so that they
will keep using Hyatt
Show experience, quality, immersion of a
Hyatt stay
Improve knowledge of Hyatt brand with
Travel Advisors
The event will include the following elements:
Flight, room, and meals
Keynote speakers
o Finance experts who specialize in travel
businesses
o B2C experts who will teach Travel Advisors
how to brand themselves toward their clients
Networking opportunities among Travel
Advisors and Hyatt specialists
Attendees will have a deeper insight of the
experiences that their clients will have at Hyatt

Creative:
The ads we created will identify the Hyatt brand
and define the experiences Hyatt offers. The ads are
vivid, vibrant, personal, and designed to highlight
the Hyatt experience. The theme of our campaign
is Book The Way Your Client Deserves. The
idea behind our creative is to show clients having
experiences that surpassed their expectations,
thanks to their advisors booking with Hyatt. These
ads will be displayed on digital and print vehicles
including TravelPulse.com, LuxuryTravelAdvisor.
Page 6

com, TravelAgentCentral.com, Vacation Agent

Magazine, Agent@Home Magazine, Travel Agent
Magazine, and Luxury Travel Advisor Magazine.
We also will implement native advertising and
social media content. These media vehicles will
help not only gain brand recognition, but also will
help meet the goals of the campaign itself. Further
details given in media kit. The conceptualization of
the ads was a collaborative effort between the entire
team and the creation of the ads was lead by the
creative team, but was aided by many members of
the team. The Ads created can be found on pages 34
-38 in the presentation.

Media Kit

We chose media selections that would best reach

our target audience. We decided to use Hyatts
provided travel trade media companies considering
this is the first time its audiences will be exposed
to this campaign while already having some
familiarity with the Hyatt brand.
Digital advertisements
Figures and information provided by
Travel Alliance
o TravelPulse.com [The Worlds Leading
Trade News Website with a dedicated
newsletter sent to over 86,000 Travel Advisor
inboxes every morning]
o Option B (for 12 months)
- Editorial up to 6x/year
- Press Releases up to 10x/year
- Skype Videos 2x/year
- Blogging up to 2x/month
- Offer frequency in TP daily 2x/week
- Additional offers on TravelPulse.com
- Brochures & Videos 8/each
- Banners 2
- $2000 x 12 months = $24,000
o LuxuryTravelAdvisor.com
- Medium Rectangle 0

- $1,750 x 12 months = $21,000

- Rotate 4 of our print ads throughout
12 month period
- Leaderboard
- $2,000 x 12 months = $24,000

o TravelAgentCentral.com

- Medium Rectangle 0
- Run on site (ROS)

- $2,250 x 12 months = $27,000

- Rotate 4 of our print ads throughout

12 month period
- Content Section

- $1,750 x 12 months = $21,000

- Rotate 4 of our print ads throughout
12 month period
Total digital costs = $117,000
Social media advertisements on Facebook
Using custom developed and managed B-to-B
social media channels
o Lead Capture & Fan Growth Program
- $17,500
o Fan engagement & brand awareness program
- $7,500
o Hosted Content Program on 1 App
- $3,000
o Sponsored Content/Newsfeed Post
Program (5 posts)
- 30 total posts
- $1,200 x 6 programs = $7,200
Total social costs = $35,200
Native advertising
Figures and information provided by
Travel Alliance
Run on TravelAgentCentral.com
o $3,000 x 24 weeks = $72,000
o Every other week throughout 12

month period
Total native costs = $72,000
Print advertisements
Vacation Agent Magazine [The definitive trade
publication Travel Advisors turn to for what
they need to know: in depth product knowledge
on brands and destinations]
Figures and information provided by
Travel Alliance
o page ad
- Rotate 4 of our print ads throughout
12 month period
- $8,381 insertion x 12 months =$100,572
o page ad

- Rotate 4 of our print ads throughout 8

month period
- $4,681 insertion x 8 months = $37,448
Total = $138,020
Agent@Home Magazine
Figures and information provided by
Travel Alliance
o Page ad
- Rotate 4 of our print ads throughout 12
month period
- $6,604 x 12 months = $79,248
o Page Ad
- Rotate 4 of our print ads throughout 8
month period
- $3,739 x 8 months = $29,912

Total = $109,160

Travel Agent Magazine

Figures and information provided by Questex

Travel Group
o page ad
- Rotate 4 of our print ads throughout 12
month period
- $9,116 insertion x 12 months =$109,392
o page ad
- Rotate 4 of our print ads throughout 8
month period
- $4,512 insertion x 8 months = $36,096
Total = $145,488
Luxury Travel Advisor Magazine
Figures and information provided by Questex
Travel Group
o page ad
- Rotate 4 of our print ads throughout 12

month period
- $4,400 insertion x 12 months = $52,800

Total = $52,800

Total print costs = $445,468
HyattTravelAgents.com redevelopment
Between $14,700-$29,000* and up depending
on requirements
Source: http://www.executionists.com/blog/
much-website-cost-2015/

Total media costs = $698,668

Page 7

 $117,000
$72,000
$35,200
$445,468
$29,000

Potential Campaign
Expansion

(Digital costs) 16.7%

(Native costs) 10.3%
(Social costs) 5.0%
(Print costs) 63.8%
(Website costs) 4.2%

**This does not include production for ads; that portion can be
found in the budget.**

Budget Breakdown
H.I.E.
Top 200 Travel Agents as defined by metadata
from TravelWeekly.com
All Expense Paid
Room= $405/per night x 200people = $162,000
Flight = $300/per person x 200people =$60,000
Hall Expense = $1,000/per day =$2,000
Food and Beverage = $13,000/per day=$26,000
Key Note Speaker (Someone who is an
expertise on self-branding and experience in
B-to-C marketing. Also, an expert in finances
for Travel Advisors)= $2,000
Total Investment: $252,000
Media Kit
Total digital costs = $117,000
Total social costs = $35,200
Total native costs = $72,000
Total print costs = $445,468

17.5%
5.2%
10.8%
66.5%

Total Cost = $669,668

Production
Photo shoots with Edits = $5,000 X 9
photshoots= $45,000
Total Cost = $45,000
Website
Website development cost = $29,000*
Total Cost = $29,000*
TOTAL= $995,868.00

Page

This campaign was originally conceptualized with

many different aspects that have been cut due to
limitations on budget, time, and resources. If given
an expanded budget and access to the resources,
a few of the campaign objectives that would that
would have been included are:
Media
o Given an additional $562,468.00 we can
expand the digital and print ads for four
additional Hyatt brands.
Larger H.I.E.
o Given an additional $1,008,000.00 we can
reach four times more Travel Advisors in
different parts of the country, while still
benefiting the Hyatt brand, and increasing
ROI.
App
o Reflecting the travel advisor website, while
adding additional research
o Explored the idea of an App during our
primary research, but due to our personal and
timeframe limitations, it can be a viable
option in the future

Additonal Document:
Example for Native Advertising
For Immediate Release
July 11th, 2015
CHICAGO, ILHyatt is committed to offering industry-leading service, and not just to our guests. Weve created the Hyatt
Immersion Experience to give travel advisors the ultimate showing in Hyatt hospitality. The Hyatt Immersion
Experience (H.I.E.) is a first-hand taste of what we have to offer you and your clients. Held at our flagship
Park Hyatt in Chicago, a weekend-long stay with us will help make you experts in our brands and services.
Guest speakers will present not only on Hyatt, but also on ways for you to expand, grow, and sustain your
businesses.
Hyatt has always pushed to be on the cutting edge of the hospitality industry, and now were pushing our
standards even higher with the Hyatt Hand team and the new Adviser Passport rewards. We are proud to
announce the new Hyatt Hand program, a dedicated help team available exclusively to travel advisers.
Theyre here to make sure your guests get exactly the experience they want, from special arrangements to
unique amenities. Alongside the new Adviser Passport rewards program, you can now create experiences as
unique as your clients. Agents are now able to spend points theyve earned through booking with Hyatt on
their clients, providing them with amenities and bonuses unlike any other in the industry.
###

Page

Additonal Document:
Mock Ups of Website

Page

10

Page

11

Page

12

Page

13

Page 14

Page 15

Page 16
By: Peter Sliwa (Copy), Lauren Shaw (Traffic), Austin Kairis (Account
Planner), Natasha Poonja (Media), and Katy Buffington (Art Director)

Book the
Experience
your client
Deserves

Page 17

An immersion experience that promotes

knowledge of the Hyatt experience in addition
to personal networking connections

Travel Advisors are more likely to spend

points on guests rather than themselves

Travel Advisors would prefer to have a P.O.C.

(point of contact) within a company

The research we conducted told us:

Research

Page 18

Want an improved job performance and

closer relationships with clients and people
within the industry

Read trade publications and pays attention to

the new travel trends

Feel underserviced by big hotel brands

Include niche categories such as luxury and

business travel

Cater to middle to upper class of HHI

$100,000 - $350,000

Travel Advisors who:

Target
Audience

Page 19

Marriott and Starwood Hotels offer gated

educational and training programs for
Travel Advisors
Ritz Carlton and Four Seasons Hotels offer
Point of Contacts for Travel Advisors
Hyatt lacks these programs for Travel
Advisors

Competitive
Overview

Page 20

Existing reward and education programs instilled by other hotel and

resortcompanies are highly competitive and already well known
by Travel Advisors

Threats:

Both the Travel Advisor website and point system have not be updated
since 2009
Opportunities for revamping distinctive resources and benefits
Also there is an opportunity to improve Hyatts accessibility to Travel
Advisors, which would enable collaboration for more meaningful
client experiences

Opportunities:

Not enough Travel Advisors are aware of what Hyatt and the brand has
to offer them and their clients

Weaknesses:

The brand family includes a variety of locations, services, design, and

amenities, which all attribute to 10 differentbrands

Strengths:

SWOT
Analysis

Page 21

If Travel Advisors were more aware of the Hyatt brand,

its tools, services and experiences offered, then they
would be more likely to book their clients at Hyatt in
order to give them the best possible experience

Consumer Insight

Page 22

Increase the number of Travel Advisors who

register for the program by 4% before the
end of 2015
Increase the number of Travel Advisor
reservations from July to December by 6%
Increase website traffic by 10% before the
end of 2015

Campaign
Objectives

Page 23

Encourage travel advisors to book with Hyatt

Educate Travel Advisors about Hyatt brand
Provided a support contact within Hyatt

Goal of Campaign:

Improvements of the website

Development of Hyatt Hand
Revamped point system for Travel Advisors
Creation of Hyatt Immersion Experience

Our Campaign:

Strategy

Page 24

Redesign for the Hyatt Travel Advisor website

Drive advisors to the website
Generate traffic
Complimentary benefits
Learn about the Hyatt brand

Website
Redesign
& Launch

Page 25

Page 26

Page 27

Page 28

Page 29

Exclusively for Travel Advisors

To better help Travel Advisors book with
Hyatt and answer any question clients
may have
Manages discrepancies when occurred
between client and brand

Hyatt Hand

Page 30

Room upgrades
Complimentary breakfast
Free nights
Hotel shuttles/ car services
Spa services
Bar passes (where applicable)
Dining passes

Earn 10% points back when used on

clients with Gold Passport
Earn 15% points back when used on
clients with Platinum Passport
Earn 20% points back when used on
clients with Diamond Passport
Points are redeemed for client benefits
only such as:

Services Advisor can provide client-

Ex: 2,000 points for client = 660 points for Travel Advisor

Earn 33% more in points when you

book your client at any Hyatt Resort

Earning Points-

New point system:

Point System

Diamond
Earn Diamond Passport status by booking
100 clients in a year
Maintain Diamond status by booking at
least 60 clients a year
When status earned and maintained,
receive up to 20 free room upgrades for
the your client per calendar year

Platinum
Earn Platinum Passport status by booking
50 clients in a year
Maintain Platinum status by booking at
least 30 clients a year
When status earned and maintained,
receive up to 10 free room upgrades for
the your client per calendar year

Increasing Ranking for Improved benefits-

Page 31

The objective of the event:

Raise loyalty among travel advisors so
that they will keep using Hyatt
Show experience, quality, Immersion of a
Hyatt stay
Improves knowledge of Hyatt brand with
Travel Advisors

Hyatt
Immersion
Experience (H.I.E)

Page 32

The event will include the following elements:

Flight, room, and meals
Keynote speakers
Finance experts who specialize in
travel businesses
B2C experts who will teach Travel
Advisors how to brand themselves
toward their clients
Networking opportunities among Travel
Advisors and Hyatt specialists
Attendees will have a deeper insight of the
experiences that their clients will have at Hyatt

Hyatt
Immersion
Experience (H.I.E)

Page 33

Page 34

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Page 36

Page 37

Page 38

Offer frequency in TP daily 2x/week

Additional offers on TravelPulse.com
Brochures & Videos 8/each
Banners 2

Medium Rectangle 0
- Run on site (ROS): Rotate 4 of our print ads throughout 12 month period
- Content Section: Rotate 4 of our print ads throughout 12 month period

TravelAgentCentral.com

Medium Rectangle 0
- Rotate 4 of our print ads throughout 12 month period

LuxuryTravelAdvisor.com

Option B (for 12 months)

- Editorial up to 6x/year
- Press Releases up to 10x/year
- Skype Videos 2x/year
- Blogging up to 2x/month

Digital advertisements
Figures and information provided by Travel Alliance
TravelPulse.com

Media Kit:
Digital Placements

Page 39

Lead Capture & Fan Growth Program

Fan engagement & brand awareness program
Hosted Content Program on 1 App
Sponsored Content/Newsfeed Post Program (5 posts)
30 total posts

- Run on TravelAgentCentral.com
- Every other week throughout 12 month period

Native advertising

Using custom developed and managed B-to-B

social media channels

Social media advertisements: Facebook

Media Kit:
Social & Native

Page 40

- page Ad: Rotate 4 of our print ads throughout 12 month period

Luxury Travel Advisor Magazine

- page Ad: Rotate 4 of our print ads throughout 12 month period

- page Ad: Rotate 4 of our print ads throughout 12 month period

Travel Agent Magazine

- Page Ad: Rotate 4 of our print ads throughout 12 month period

- Page Ad: Rotate 4 of our print ads throughout 12 month period

Agent@Home Magazine

- Figures and information provided by Travel Alliance

- page Ad: Rotate 4 of our print ads throughout 12 month period
- page Ad: Rotate 4 of our print ads throughout 12 month period

Vacation Agent Magazine

Print advertisements

Media Kit: Print

Page 41

Website development cost= $29,000*

Total Cost =$29,000*

Website

TOTAL= $995,668.00

Photo shoots with Edits = $5,000 X 9 photshoots=$45,000

Total Cost = $45,000

Production

Total digital costs= $117,000 17.5%

Total social costs= $35,200 5.2%
Total native costs= $72,000 10.8%
Total print costs= $445,468 66.5%
100%
Total Cost = $669,668

Media Kit

- Total Investment: $252,000

- Room= $405/per night X 200people = $162,000

- Flight = $300/per person X 200people =$60,000
- Hall Expense = $1,000/per day =$2,000
- Food and Beverage = $13,000/per day =$26,000
- Key Speakers = $2,000

Top 200 Travel Agents as defined by metadata from TravelWeekly.com

All Expense Paid

H.I.E.

Budget

Page 42

Explored the idea of an App during our primary

research, but due to our personal and timeframe
limitations, it can be a viable option in the future

App

Given an additional $1,008,000.00 we can reach

four times more Travel Advisors in different parts
of the country, while still benefiting the Hyatt
brand, and increasing ROI.

Larger H.I.E.

Given an additional $562,468.00 we can expand

the digital and print ads for four additional Hyatt
brands.

Media

Potential
Campaign
Expansion

Page 43

Questions?

Thank You,

Appendix
Research:
https://www.dropbox.com/s/qqo3qjq2g4lsvt8/
Hyatt%20Travel%20Advisor%20Project.
pptx?dl=0
https://www.dropbox.com/s/qqo3qjq2g4lsvt8/
Hyatt%20Travel%20Advisor%20Project.
pptx?dl=0
http://www.parkchicago.hyatt.com/en/hotel/
home.html
http://www.andaz.hyatt.com/en/andaz.html
http://www.regency.hyatt.com/en/hyattregency.
html
http://www.place.hyatt.com/en/hyattplace.html
http://www.house.hyatt.com/en/hyatthouse.html
http://allinclusive.hyatt.com/en/allinclusive.
html
http://www.hyatthotels.hyatt.com/en/
hyatthotels.html
http://www.hyattresidenceclub.com/hvc/en/
home.html
http://www.hyattcentric.com/
http://www.grand.hyatt.com/en/grandhyatt.html
Media:
http://www.travelmediakit.com/wp-content/
uploads/2014/12/Travel2015_RateCard1.pdf
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AABhuuI0ENGPyOYqIC7QN6HQa/
Travel%20Alliance%202015_MediaKit.
pdf?dl=0
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AABygqN54ms13gbgD4G8EuX1a/2015Focus-Series-3.24.15.pdf?dl=0
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AACCq14daZ9gTRNBLsQ2entDa/2015-LTAEdit-Calendar-3.24.15.pdf?dl=0
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AABAHo66qVRnW6D7KEAwgJqMa/2015Travel-Agent-Mag-edit-calendar-3.24.15.
pdf?dl=0

Page 44

Creative:
https://www.dropbox.com/sh/q6ox3fbn86ta4i3/
AAAFEoP6AQzo-gqrmHZZbvQ2a/
MB140374_MasterBrand_Guidelines-12.
pdf?dl=0
http://filecache.drivetheweb.com/mr5mr_
hyatt/177849/C17_Palm+Springs_FI_03-162015+rev.png
http://www.pacificcontractsources.com/images/
Installations/Web/Hyatt-Andaz-Maui-LobbyWeb.jpg
http://sandiego.andaz.hyatt.com/content/dam/
PropertyWebsites/andaz/sanas/Media/All/
Andaz-San-Diego-Rooftop-Pool.jpg
http://maui.andaz.hyatt.com/content/dam/
PropertyWebsites/andaz/oggaw/Media/All/
Andaz-Maui-at-Wailea-P108-Exterior1280x427.jpg
http://sandiego.andaz.hyatt.com/content/dam/
PropertyWebsites/andaz/sanas/Media/All/
Andaz-San-Diego-P068-Ballroom-Rounds1280x720.jpg
http://ordonezservices.com/wp-content/
uploads/2013/12/HYATT-ZIVA-LOS-CABOS.
jpg
http://www.doterra.com/jamaica2015/images/
Hyatt%20Ziva%20Rose%20Hall%202.jpg
http://www.amiloscabos.com/blog/wp-content/
uploads/2014/01/IMG_3609-e1390370407841.
jpg
http://i.ytimg.com/vi/ZI1G1MbW0uU/
maxresdefault.jpg

http://mommypoints.boardingarea.com/wp

content/uploads/2015/02/IMG_8488.jpg
http://i.ytimg.com/vi/GRc1ECqCpAc/
maxresdefault.jpg
https://blog.hyatt.com/wp-content/
uploads/2015/01/ISTHR_Lobby.jpg
http://www.travelingmom.com/wp-content/
uploads/2014/08/P1010012.jpg
http://i.ytimg.com/vi/y1SEsTWMz9k/
maxresdefault.jpg
http://denverregency.hyatt.com/content/dam/
PropertyWebsites/global/Media/All/HyattFitness-Center.jpg