Rapp | Forrester Groundswell Competition Entry

featured site: yatt'it™

The Beginning:

"Let's create buzz in the marketplace around Hyatt's innovative and forward-thinking approach to hospitality." That was the goal. But this was bigger than just exploring unique ways to engage guests while acquiring customers that may not have an affinity for Hyatt. Agencies were tasked with helping to revitalize the Hyatt brand by working outside the conventional approach to marketing.

The idea was born to create an online travel community where Hyatt Gold Passport® members could share their insider travel tips with fellow members. It would be a place where road warriors could search for unique, local travel tips that would enhance their travel experiences. Plus with tips from like-minded members and, of course, a local Hyatt Concierge, travelers would get a more well-rounded view of a particular destination.

At the time, online communities were still relatively new and untried, and hotels were not major players. This was the opportunity both Hyatt and Rapp had been looking for. We'd help Hyatt connect with its guests and loyalty program members in a new way and start creating an environment for two-way dialogue.

All travelers would benefit from yatt'it's extensive content. However, only Hyatt Gold Passport members would contribute content to the site, post advice and make comments or offer ratings, which would ultimately give the site established credibility.

For destination research and at-a-glance overviews, Frommers.com would provide Fast Facts and entry-requirement information to assist first-time visitors right within the yatt'it site. A partnership with FlightStats.com also would offer real-time flight updates to help fliers avoid unpleasant surprises at the airport. yatt'it also would offer users a mobile download feature at mobile.yattit.com, making travel tips accessible anytime and anywhere in the world.

The Buzz:

The Hyatt Public Relations group pitched print and online media in a preview story about yatt'it before the Web site launched nationally. The results?

• USA Today, "'Blogs start a dialog between travelers, those serving them' by Laura Bly," March 21
• The Wall Street Journal, "Travel Watch: Briefs" by Marshall Crook, March 25
• Travel Weekly, "Hyatt Site Shares Frequent Guests' Tips," March 31
• InsideFlyer, "Inside Edition: Marriott and Hyatt Online Communities," April 2008
• Travel Agent, "Virtual Tourism: New Sites Offer Inside Looks at Tourist Destinations" by Jena Tesse Fox, April 28
• InsideFlyer, May 2008

In addition, the PR group coordinated with Grand Hyatt New York and Daniledes Public Relations, a stakeout of "Today" on NBC, which resulted in several clips within the four-hour segment.

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