Skift Take
Hyatt's brand muse Crystal Vinisse Thomas reveals the thinking behind her seven-figure marketing campaign for luxury lifestyle brand Andaz.
Hyatt's luxury lifestyle brand, Andaz, launched a brand awareness campaign in November called Be Like No One’s Watching. The campaign illustrates the many challenges and opportunities that hotel groups face as they market brands in today's noisy media ecosystem. So Skift checked in to see how it's been going.
"On the initial benchmarks we set for engagement and viewership, the results have been great so far," said Crystal Vinisse Thomas, vice president and global brand leader of Hyatt’s lifestyle and luxury brands.
The campaign is the first for Andaz since the hotel brand debuted in 2007. The campaign is the brainchild of Thomas, one of AdAge's 2023 picks for its 40 under 40 list. Thomas previously did brand work for Apple's Beats by Dre and Marriott's luxury lifestyle brand W.
Crystal Vinisse Thomas works on seven of Hyatt’s brands. Source: Hyatt. Experiential TravelH