The Oscars weren’t just a hive of stuff ups and predictable outcomes, they were also the place for Hyatt to launch its brand new global ad campaign.
The ad is set to the background of ‘What the world needs now is love’, showing small gestures of kindness between an array of travellers in Thailand, Morocco and Spain.
It comes across as a response to the hurtful actions of President Trump in recent weeks, which threaten to damage tourism levels and has seen the travel industry speak out against it.
But speaking to CNBC, spokesperson Russin Royal said it wasn’t a political comment on making the US more inclusive.
“No, it’s not. Hyatt is a global company, and these moments are things we can all relate to,” he said.
“We think that everyone can find themselves in the anthem spot – finding yourself in an unfamiliar or even uncomfortable place, and it’s one simple act of reaching out and human connection that can make a difference.”
Check out the ad here, as well as other still campaign images below:
The global campaign, by agency MullenLowe, will run on TV, digital, social, out-of-home, in print, through events and at Hyatt hotels, with a focus on the US, China and India.
It comes at the same time as the hotel chain launches its World of Hyatt loyalty program on March 1, as part of the global initiative.
“World of Hyatt is an expression of who we are,” said Mark Hoplamazian, president and chief executive officer at the Hyatt Hotels Corporation.
“It’s a platform powered by our purpose – caring for people so they can be their best – and it inspires how we engage with guests, interact with colleagues and owners, and operate our business. Importantly, it’s designed to deepen our relationship with our community beyond traditional hotel stays.”