To design a strategy that would help Park Hyatt attract and retain luxury clientele as well local Milanese people to use their F&B & other services.
To have the strategy kicked off in the form of an event starting from the Salone del Mobile 2016.
After studying the trends in luxury in Milan and around the world, we first created a mapping of events and occurrences in Milan along with the rate of activity of Park Hyatt's target audiences at these times.
Arriving at key factors that motivate the choices of our personas
Luxury is no longer what it was once perceived to be. Modern luxury is creating memorable experiences that constantly surprise and Break the Rules.
In order to fulfill this promise we created an event calendar using partnerships as development drivers to create flexible yet unique engagements with the brand bboth on and off site.
We introduced monthly themes related to town events or time of the year in partnership with varied brands that shared brand values and audiences similar to Park Hyatt
This strategy was brought to life using the months of April and August as examples.
During the month of April, Milan celebrates design week along with the world furniture fair. During this month, park Hyatt would tie up with Cassina, there would be a showcase of iconic Cassina furniture at the hotel and 1* michelin catering at the highly sought after Cassina event. Park Hyatt guests would also be given special access to the event.
During the month of August, its peak summertime in Milan, Park Hyatt will pay an homage to the Italian gelato by partnering with Il Massimo del gelato, a premiere gelato maker in Milan. They will have a little popup gelato stand outside the hotel selling gourmet gelato. At the Il Massimo gelatario, special Park Hyatt flavours, created specifically by the Chefs at Park Hyatt will be sold.
