Cinch PR & Branding Group

 





THE SITUATION
Hyatt Resorts & Spas in Hawaii consists of four properties: Andaz Maui at Wailea, Grand Hyatt Kauai Resort & Spa, Hyatt Regency Maui Resort & Spas, and Hyatt Regency Waikiki Beach Resort and Spa. The brand needed to introduce the new luxury Andaz property and further educate industry and consumers about their story. Their properties had good visibility at an individual level via social channels, but lacked a unified presence, whereas their competition was thriving. Cinch PR recommended creating an integrated campaign to target key markets in California to reach consumers, Hyatt customers and media directly.


PR OBJECTIVES

  • Increase brand exposure
  • Engage directly with consumers, top customers and media
  • Build a more unified social presence


STRATEGY

Bring the experience of Hawaii to top targets via “Pop Up” luaus. The re-creation of the quintessential Hawaii experience became the main driver of Cinch PR’s strategy and led to all tactical development.


COMPONENTS
Cinch PR planned and executed a five day roadshow covering San Diego, Los Angeles and San Francisco. The campaign was broken into two essential elements: Consumer Engagement & Industry Events.


CONSUMER ENGAGEMENT: #NEXTEXITALOHA
Pop Up luaus were hosted in San Diego, Los Angeles, and San Francisco in populated public areas. Cinch PR designed a vintage Airstream Trailer with a vibrant Hawaii beach scene to host the roadshow, which doubled as a major branding element for Hyatt. The Airstream also showcased the campaign theme, #NextExitAloha and provided a backdrop for consumer photos and engagement.

To help re-create the luau experience, we partnered with Tihati Entertainment, Hawaii’s oldest and most popular entertainment company. The troop performed traditional style dances and songs, and interacted with the crowd through photo opps., and hula lessons. Fresh orchid lei were passed out to consumers to add to the experience, along with complimentary Shave Ice and Hawaiian Sliders from partner food trucks. Sunglasses with the hashtag #nexexitaloha and @hyattshawaii were also distributed to further promote the campaign.

Pop Up Locations included: Mission Beach and La Jolla Cove in San Diego, the Disney Campus and Santa Monica Pier in Los Angeles, the Financial District and Union Square in San Francisco.


CONSUMER ENGAGEMENT: SOCIAL MEDIA
The strategy: Acquire new social fans through experiential and digital incentives and organic engagement opportunities.
Cinch PR launched @hyattshawaii and crafted a compelling social giveaway, a trip to the new Andaz Maui at Wailea, to engage and attract new followers. The giveaway was amplified through the Pop Up luau events through conversation and organic moments.


INDUSTRY EVENTS
Events were hosted with Hyatt partners at Andaz San Diego, Andaz West Hollywood and Grand Hyatt San Francisco The luau mixer consisted of Hyatt customers and media. Attendees were welcomed with a traditional Hawaiian greeting complete with fresh orchid lei and a tropical cocktail. Each venue evoked the feeling of a traditional Hawaiian luau with bamboo tiki torches, Hawaiian music, tropical décor and Hawaiian-themed Hors d'oeuvres. Tihati Entertainment performed traditional Polynesian dances and songs during an elaborate, crowd-pleasing half-hour show.

Hyatt Resort & Spas in Hawaii representatives mingled with media and customers alike and also presented a more in-depth brand story during a formal presentation.


RESULTS
As a result of this five-day tour, Cinch PR’s campaign exceeded client expectations, and includes the following highlights.


TRADITIONAL MEDIA
Media attendees included the following which resulted in multiple story opportunities and leads: 7x7, Bay Area News Group, Contra Costa Times, Forbes Travel, Frommers, Los Angeles Times, Meetings & Conventions, Lonely Planet, Meeting Focus, Meetings West, National Geographic Reporter, Robb Report, San Francisco Bay Guardian, San Francisco Chronicle and U-T San Diego.


SOCIAL MEDIA

  • Gained 1,823 new Twitter followers in less than one month
  • 395k impressions
  • 13k engagements
  • 1,760 Re-tweets
  • $.31 engagement cost (75% lower than the travel vertical benchmark of $1.25)
  • 3.29% engagement rate (232% higher than the travel vertical benchmark of 0.99%)