The Big Welcome: How Hyatt’s bold moves pay dividends in the recession economy
Published 11/5/2009
Author: Josh Milner and Ed McKinley
Josh Milner is web editor of COLLOQUY and Ed McKinley is a COLLOQUY contributing writer.
Summary
In April 2009, Hyatt Hotels launched its "The Big Welcome" competition, which gave three grand prizes in each of three different global regions—each grand prize awarded 365 nights and one million frequent-flyer miles—in addition to individual prizes totaling 30,000 free nights. To enter, contestants had only to describe in essay, video, audio or pictorial form how they would use the grand prize. The North American winner, Bill Jolly, pulled out all the stops with a hard-driving rock ’n roll video that included an original song and lyrics, money shots of Hyatt properties around the world, and even puppets.
The contest, designed to drive interest and enrollment in Hyatt’s redesigned Gold Passport program, deserved plaudits for its sheer size, scope and audacity. Hence The Big Welcome, which became a rallying point for the entire Hyatt brand to put customer-centricity first. The message Hyatt conveyed to its customers through that promotion was clear: Hyatt values your loyalty more than any other hotel brand, and they’ll prove it by putting their money where their mouth is.
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