Focus, an agency that specialises in integrated brand communications, has bagged the creative duties of Hyatt Regency Gurgaon. The account includes the launch of the property in terms of marketing, communication strategy and design for the various revenue streams of the hotel.
Commenting on the account win, Rahool Talukdar, National Creative Director, Focus Circle (creative & advertising arm of Focus), observed that having worked with several brands from the hospitality sector, they understood the fact that a hotel doesn’t essentially need only advertising. “Hyatt Group globally reflects excellent standards of service and luxury for their guests, hence the internal and external communication and marketing strategy need to be consistent in terms of message and approach. Hospitality or luxury is a ‘state of mind’, it’s a feeling that one needs to inculcate within to service the brand,” he added.
Due to their presence in different regions and properties targeted at different target market segments, The Hyatt Group demanded different communication approach for each property. For example, Hyatt Regency focuses its communication to the business traveler, Park Hyatt has a focus on leisure and holiday, and the Grand Hyatt caters to the luxury.
The agency briefs have involved the agency to create a launch strategy and approach for each specific location in the past. Usually, a launch involves rigorous strategising in terms of feeder and local markets. Each of these brands has internationally acclaimed brand standards that also need to be ensured. “Focus went through an intense exercise to adapt and enhance these standards to not only fit the Indian Market, but to live up to the Hyatt way of marketing and communication as per their global standards,” Talukdar elaborated.
For the record, Focus began its association with the hotel chain in 2003 with the launch of Park Hyatt Goa. Since then, the agency has served its brands ranging from Grand Hyatt, Hyatt Regency and Park Hyatt across cities such as Delhi, Mumbai, Kolkata, Chennai and Pune, as well as internationally for their properties in Maldives and Abu Dhabi. Collectively, Focus has been associated with the Hyatt brand for over nine years.