In November, Hyatt’s luxury lifestyle brand, Andaz, unveiled its groundbreaking brand awareness initiative, “Be Like No One’s Watching.” This campaign, a response to the evolving landscape of media consumption, offers a fascinating insight into the strategies employed by hotel groups to navigate today’s bustling media environment. Let’s delve into the intricacies of this innovative endeavor and examine its impact.

Crystal Vinisse Thomas, the visionary behind the campaign and Vice President of Hyatt’s lifestyle and luxury brands, expressed optimism about the initial outcomes. Having previously honed her branding expertise at renowned companies like Apple’s Beats by Dre and Marriott’s luxury lifestyle brand W, Thomas brings a wealth of experience to the table.

Shifting Paradigms: Experiential Travel

Andaz’s investment of seven figures in this year-long campaign underscores its commitment to redefining traditional marketing approaches. By eschewing conventional strategies and embracing a narrative centered on lifestyle and experiences, Andaz seeks to resonate with consumers on a deeper level.

Thomas emphasizes the importance of storytelling in fostering meaningful connections with travelers. Rather than showcasing standard amenities, Andaz’s campaign portrays real individuals embracing their passions in the unique ambiance of Andaz properties.

Real Stories, Real Impact

The campaign’s authenticity lies in its portrayal of genuine individuals rather than models. By highlighting the unconventional pursuits of everyday people, Andaz invites viewers to envision themselves as part of the narrative.

Through serendipitous moments and creative experimentation, the campaign captures the essence of self-discovery and expression. Anika’s spontaneous interaction with a parrot exemplifies the campaign’s ability to unlock hidden facets of one’s identity through travel.

Bringing Dreams to Life

Collaborating with branding agency RO New York and a team of talented creatives, including portrait photographer Ruven Afanador and cinematographer Joshua Steen, Andaz ensures that its campaign transcends traditional advertising boundaries.

Immersive Experiences

In addition to its digital presence, the campaign manifests in real-world events at Andaz properties worldwide. From DJ masterclasses to pottery-making sessions, these experiences enable guests to actualize their fantasies within the luxurious confines of Andaz hotels.

Campaign Highlights

• Visibility: Ads featured in print, online, and social media channels globally.
• Creative Team: Spearheaded by Crystal Vinisse Thomas and Kenneth Allen Villamil, in collaboration with RO New York.
• Real Stories: Emphasizing genuine experiences over staged scenarios.
• Global Reach: Spanning North America, Europe, the Middle East, and Asia.
• Immersive Events: Enabling guests to live out their dreams at Andaz properties.

Andaz’s “Be Like No One’s Watching” campaign exemplifies a paradigm shift in hotel marketing, prioritizing authentic storytelling and immersive experiences. By transcending traditional advertising tropes, Andaz redefines luxury hospitality, inviting travelers to embark on a journey of self-discovery and exploration.