PERIOD
2023-12 ~ 2024-07
Prain Global executed Hyatt’s “BE MORE Here” digital campaign in collaboration with Hyatt’s Asia Pacific headquarters. The campaign aimed to strengthen Hyatt’s brand image as a luxurious yet welcoming hotel brand, increase brand preference among travelers from South Korea and other Asian markets, and drive membership growth for the World of Hyatt loyalty program and hotel bookings.
To effectively communicate the essence of Hyatt’s global campaign slogan, “BE MORE Here,” Prain Global produced a brand film designed to resonate with Asian audiences and encourage them to be more present in the moment during their stays at Hyatt. The film reinterpreted the brand message through compelling visuals and storytelling tailored to the cultural sensibilities of Korea and other Asian markets.
While traditional hotel brand films typically focus on showcasing luxurious facilities such as lobbies, suites, swimming pools, and restaurants, Prain Global took a different approach. Moving beyond conventional hotel advertising, the film explored the transformative power of travel through unique experiences at Hyatt, using the personal story of brand ambassador Seokjin Ha to redefine the meaning of travel.
South Korean actor Seokjin Ha, known for his witty and sophisticated personality, served as the campaign’s brand ambassador. Drawing on his personal experiences, Ha shared his journey toward becoming an actor against the backdrop of two distinct Hyatt properties, Andaz Tokyo and Fuji Speedway Hotel. The film captured memorable moments from his stays and illustrated how the energy of travel and the inspiration he found at Hyatt contributed to his personal transformation. Through this narrative, the campaign presented Hyatt as a place that offers not only luxury accommodations but also meaningful experiences and opportunities for personal growth.
The “BE MORE Here” campaign consisted of two brand films distributed across approximately 200 channels, including Vogue Korea, KakaoTalk channels, and Hyatt’s official Instagram and Facebook accounts in 10 Asian countries, including Japan, Thailand, and Vietnam. The campaign generated more than 40 million impressions, while the brand films garnered over 1 million views. Prain Global further expanded the campaign’s reach by collaborating with the popular character Benny to create custom KakaoTalk emoticons, implementing KakaoTalk channel marketing, and engaging travel influencers to enhance visibility.
The “BE MORE Here” brand film was also nominated in the Hotel & Leisure category at the 2024 Berlin Fashion Film Festival (BFFF), a prestigious international festival that recognizes outstanding brand films for their original storytelling and visual creativity across the fashion, luxury, lifestyle, and beauty industries.
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