The Park Hyatt was founded in 1980 by visionary philanthropist and entrepreneur, Jay Pritzker. Worldly and refined, Jay was passionate about travel, work-class food and wine, culture and the arts. His personal passions became the foundation of the Park Hyatt. Jay Pritzker imagined a one-of-a-kind boutique hotel that embodied understated luxury, a “home away from home” with highly personalized and impeccable service, original art and design, a profound reverence for culture, and exceptional food and wine. He hoped to create an inspiring sanctuary, a place to welcome family and friends with unique warmth and exuberance he embraced throughout his life. Park Hyatt tasked Toth+Co with distilling this story and translating it into a branding and marketing platform that would romance the Park Hyatt difference in a way that was true to the guests’ interpretation of it.
Through a research exploration, we found that the Park Hyatt target guest values discretion and the perfect amount of the perfect things more so than the abundance and opulence of other luxury hotel experiences. We wielded this insight into a campaign that presented the highly curated, very individual “luxury lists” of our hypothetical guests and of course, we respected their anonymity by ensuring that faces were never clearly revealed. Beyond digital, print, newspaper, OOH and video executions, we ensured that the hotel was prepared to deliver on this promise and brand of luxury through an internal rollout and culturally-targeted initiatives, like personal lux list employee email signatures and business cards. Furthermore, we partnered with Park Hyatt to launch the Luxury List site where guests could curate their own list of preferred experiences and publish them to their personal social channels. Now every member of the Park Hyatt family is primed to help ensure guests experience the enriching, individual brand of luxury that they expect because at Park Hyatt, Luxury is Personal.