Ogilvy | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Digital Opps: World of Hyatt taps creative agency (Score 10)

be responsible for creative, experience, strategy, communications and promotions. WOH ended its relationship with incumbent Forsman & Bodenfors earlier this year. WOH provides members with benefits such as suite upgrades, mobile key, wellbeing offerings and special rates. 

According to Pathmatics, WOH earned 8.4m impressions YTD through desktop display ads (91%) and mobile display ads (9%). It placed the majority (99%) of these ads through a variety of indirect channels onto sites such as tripadvisor.com, accuweather.com, ebay.com, flyertalk.com and doodle.com. It placed the remainder (1%) site direct onto sites such as yahoo.com and sports.yahoo.com. It has only spent about $22.2k on digital display ads YTD, just 11% of the $197.5k spent in this channel during the same time period 2020. Full-year spend fell from $1.2m in 2019 to $256.7k in 2020. 

Sellers-- WOH's membership most likely appeals to millennial and Gen-X travelers. I assume the program's spend fell so sharply in 2020 due to cost-saving measures amid the ongoing coronavirus pandemic that devastated the hospitality industry. WOH should start ramping spend up soon as the vaccine rollout continues and the new creative shop begins its first work. Sellers should contact WOH offering digital ad space, especially travel-endemic spaces. It is a little tougher to predict when Hyatt will rollout new work, but I would imagine the easing of travel restrictions worldwide will certainly accelerate the timeline. 

Agency & martech readers-- Agency reviews commonly follow one another, so start reaching out soon to be top-of-mind. Offer media or digital assistance for the best chance of picking up some of WOH's business. Those that have experience working with loyalty and rewards programs - especially in the hospitality space - may have more success.