Through an unprecedented 360-degree marketing campaign – the largest in Hyatt's history – that created a dialogue around understanding through internal, external and social marketing, we introduced World of Hyatt with a TV spot on one of the world's biggest stages, the 89th Oscars® broadcast.

To do this, Hyatt tapped into the universal language connecting people all over the world: music. We collaborated with Grammy-nominated recording artist and songwriter Andra Day to reimagine "What the World Needs Now is Love," the timeless song from Hal David (lyrics) and Burt Bacharach (music composition).

The song accompanied a powerful anthem film, For A World of Understanding, that brought World of Hyatt to life and gave our audience a way to rally around Hyatt's purpose of caring for people. Created by MullenLowe, the spot was filmed earlier this year in Thailand, Morocco and Spain and explores how people from different cultures unite through simple human connections. After nearly a decade without a prime time television ad, the Oscars® was the perfect stage to premiere the spot and show the world the power of understanding.

We also:

• Shared A Glimpse Into Our World: Hyatt colleagues around the world wore Spectacles by Snap Inc. to capture their perspective and demonstrate how understanding is integral to Hyatt's culture. Their stories were woven together and shared through various channels.
• Better Understood Our Guests: Utilized a combination of advanced social listening and surveying techniques to shape what delights the modern traveler. We discovered that the understanding of people and what they value was most important, and led us to establish a brand built on relationships, community and unique experiences. To further act on this notion of understanding, we surprised and delighted guests with exceptional service that shows how we care for people.
• Built Meaningful Experiences for our Guests: In partnership with AFAR, a company founded on the notion that travel brings about understanding, we built personalized experiences to promote understanding through travel and bring the World of Hyatt community together to learn, connect and celebrate the world. One of these experiences includes an immersive once in a lifetime excursion to Tokyo. The three-day experiential itinerary will provide unparalleled access to the city in a way that will create unforgettable memories and relationships.
• Put Empathy Into Action: Collaborated with non-profits, Learning AFAR and No Barriers USA, to support students who might not otherwise have the chance to travel and give them a life-changing experience to help them better understand themselves and the world. Through World of Hyatt's support of Chicago Public Schools, students are able to participate in an immersive 4-6 month curriculum that teaches them how to overcome obstacles, live a life of promise and give back to the world, culminating in a 10-day excursion to Costa Rica. Upon return, the students have the opportunity to demonstrate leadership as they share their learnings from this transformative expedition with their school and community.