Hyatt's Urchin Restaurant Social Media Repositioning

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Hyatt_Urchin Restaurant Social Media Repositioning Campaign

Brief

Develop a social media positioning campaign for Urchin Restaurant leveraging on Hyatt Regency brand equity.

Strategic Platform

IT’S NOT JUST A GETAWAY… IT’S A #HYATTAWAY

Background/Insight

The unique aspects and selling points of Urchin Restaurant differentiate it from other dining establishments:

Elemental Ocean Dining Experience

Rationale

The Urchin is a high-end restaurant that has the potential to deliver a unique experience to it patrons.

With This is Different, we want to show that Urchin and Hyatt Regency offers a different take on the luxury experience that they offer. For our audience, luxury is easy to find so every aspect of our offering is designed to be a step-up, and away, from what they are used to.

While the Hyatt wants you to feel at home, we want our guests to understand we offer a unique perspective on luxury.

Manifesto

In world of opulence and indulgence, luxury is commonplace. Those that understand it, know that true luxury Is in the detail. It's the difference between eating dinner and a dining experience.

It's what sets apart a weekend stay and a weekend of wonder; a massage and reflexology, room service and tailoring our services to your needs.

It’s the difference between experiencing home away from and being comfortable with pushing the boundary. Making a booking and a seamless digital experience. The difference between seeing new faces and making new friendships.

Prepare to experience the thrill of the unexpected; unleash your curiosity, unlock the hidden and bring to light the beauty of destination. Come to the Hyatt because we offer is different. This is different.

Big Idea

This is Different.