The brand’s most innovative campaign in recent
years recognizes the potential of transformative travel, delivering
awe-inspiring on-property offerings and a new visual identity
Hyatt Hotels Corporation (NYSE: H) today announced Andaz,
Hyatt’s luxury lifestyle hotel brand, is encouraging imaginative
travel through distinct, local experiences by unveiling its latest
creative campaign Be Like No One’s Watching. Celebrating the
brand’s mission to create unique havens for self-expression and
individuality, this global marketing campaign recognizes the
transformative potential of travel, calling on travelers to connect
with their innermost curiosities and awaken to new experiences.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20231127365831/en/
Andaz 'Be Like No One's Watching"
Campaign (Graphic: Business Wire)
With 29 global properties and more on the horizon, the Andaz
brand has championed the ever-evolving character and individuality
of its guests since the brand’s launch in 2007. Be Like No One’s
Watching is the Andaz brand’s latest reminder that people move
through the world with ever-changing identities that transform and
develop over time and throughout environments—especially through
travel. No matter what hidden desires guests possess, Andaz hotels
promise to create the freedom and space to embrace who they are or
discover who they can become.
As Be Like No One’s Watching comes to life at Andaz properties,
guests will find experiences across the Andaz portfolio starting
this month and extending into 2024. Each experience is designed to
capture the imaginations of guests, while reflecting the brand
campaign’s key focus areas: ‘Indulge,’ where guests can connect to
culinary, mixology, and self-pampering moments; ‘Play,’ which can
be expressed through musical connections, gaming, or even digital
exploration; and ‘Move,’ where dance, fitness, sports and wellbeing
experiences are delivered.
Examples include:
INDULGE
1. Decadent Culinary Escape at Andaz Scottsdale: Spend an
evening discovering the culinary magic offered across the property,
starting with talented mixologists who teach the art of cocktail
making, using herbs grown in the property’s organic garden. The
artistry continues with an intimate pasta making class, where
guests create different types of noodles and sauce from scratch.
The evening culminates with a multi-course tasting and wine pairing
at Weft & Warp Art Bar + Kitchen, where foodies will delight in
local flavors.
2. Dive into Vienna's Sweet Mysteries at Andaz Vienna
am Belvedere: Uncover the secrets of the legendary Austrian
dessert, “Kaiserschmarrn,” a lightly sweetened pancake famous
across Europe. Guided by esteemed pastry chef, Alexander Bitz,
become the ultimate expert alongside the property’s patisserie team
and create a culinary masterpiece.
PLAY
3. DJ Experience at Andaz Condesa Mexico City: DJ like no
one’s watching with this master class. Discover the basic theory,
musical structure and mixing techniques as your inner DJ dream is
let loose.
4. Tat’s What We’re Talkin’ About at Andaz Fifth
Avenue: Located amid luxury galleries and stores, the property
features a tattoo studio in collaboration with Macondo Brooklyn.
Guests can book this experience, select from a diverse roster of
talented artists to perfect their custom design and receive a $200
credit (one per reservation) towards a tattoo on one of NYC’s most
iconic streets.
5. Embark on a Piano Experience at Andaz Xiamen:
With music as its backdrop, the property concepted its own piano
suite and musical exploration offering. Within the suite, equipped
with an antique Chappell Piano and a vinyl record player, guests
can take private online piano lessons or simply enjoy embarking on
their own musical journey. Beyond the property, travelers can
embark on a journey to Gulang Island in Xiamen, renowned as piano
island, a place deeply rooted in piano culture and history and home
to The Piano Museum.
MOVE
6. Mystical Mayan Odyssey: A Guided Path to Inner Harmony at
Andaz Mayakoba: Designed to reflect the ancient rituals of the
Mayan Gods, this experience first immerses guests in a guided,
60-minute Mayan mediation, inviting guests to search for balance
and harmony. The next step on the journey incorporates a 90-minute,
four-hands ritual massage, aimed at releasing all negative energy.
The goal of the adventure is to truly support individual goals that
help find balance in the quest for wellness.
7. Embrace Sunset and Cycling at Andaz Shenzhen Bay:
Embark on an urban wellbeing journey by taking in a memorable
sunset while cycling through the seaside oasis of Shenzhen Bay. The
guided tour commences in a vibrant clubhouse nestled by the bay for
cyclists to recover and discover the enchanting allure of the city
through its scenic urban landscapes.
“Be Like No One’s Watching is an exciting campaign that embodies
the Andaz brand’s DNA in such a powerful—and fun—way and showcases
the breadth of inspiration that can be found within each
experience,” said Crystal Vinisse Thomas, vice president and global
brand leader of Hyatt’s lifestyle and luxury brands. “Travel is an
empowering act that unlocks a certain permission within us to not
only imagine but embrace the freedom to live out the fullness of
who we are. We understand that our guests may have new, unique
desires to fulfill when they travel, and we want to be there to
help realize those desires. Just as Andaz hotels offer playful
sanctuaries that help reveal new horizons for our guests, our
newest campaign is an invitation to feel liberated to be the most
authentic version of yourself.”
Be Like No One’s Watching also reimagines the visual identity of
Andaz hotels through the lens of the brand’s ethos to empower
travelers with the freedom to pursue their dynamic nature. With a
redesigned website infused with expressive art, vivid colors, and
freehand patterns, the new visuals reflect Andaz properties’
ability to create a space for travelers to challenge their
boundaries.
This series of creative visuals reflect the campaign’s motif of
reinventing oneself through travel was concepted and directed by
international branding agency, RO New York. A collection of
eye-popping portraits from renowned portrait photographer, Ruven
Afanador, captures guests exploring their alter-egos and travel
ambitions, highlighting Andaz hotels as bridges to new and
enriching possibilities. The campaign also includes video shorts
filmed by New York City-based cinematographer, Joshua Steen, and
styled by Bernat Buscato, acclaimed fashion stylist, editor and
designer. These shorts depict guests' transformation as they
discover moments of inspiration from the imaginative local touches
at Andaz hotels around the world. The campaign artwork will be
featured in international markets throughout North America, Europe,
the Middle East and Asia across print, online, and paid and
brand-owned social channels.
“Geared towards an audience of travelers and lifestyle
enthusiasts interested in creative expression, design, art and
luxury goods, each element of the Be Like No One’s Watching
campaign truly reflects Andaz guests’ desire to explore different
parts of themselves,” said Kenneth Villamil, vice president,
product and brand development for Hyatt’s lifestyle and luxury
brands. “After watching the Andaz brand grow and evolve since its
very inception, I am incredibly excited to see the evolution of
creative visuals, short films and overall new identity build on the
playful luxury the Andaz brand has always been known for, now with
a more expressive twist.”
To experience the evolution of Andaz visual identity, explore
the stories behind the videos and images of Be Like No One’s
Watching and view a full list of on-property experiences, please
visit the official brand website:
www.andaz.com/belikenooneswatching.
The term “Hyatt” is used in this release for convenience to
refer to Hyatt Hotels Corporation and/or one or more of its
affiliates.
About Andaz
Global in scale while local in perspective, the Andaz brand
empowers self-expression and stimulates guests’ curiosity through
imaginative travel for a distinctively local experience. Through
thoughtful, unscripted service tailored for travelers, Andaz hotels
enable guests to go beyond the familiar to discover and define
their personal essence while immersing themselves in the spirit of
the eclectic culture around them. Currently, there are 29 Andaz
hotels open: Andaz 5th Avenue in New York, Andaz San Diego, Andaz
West Hollywood, Andaz Napa, Andaz Scottsdale Resort &
Bungalows, Andaz Savannah, Andaz Maui at Wailea Resort, Andaz
Munich Schwabinger Tor, Andaz Ottawa ByWard Market, Andaz Mayakoba
Resort Riviera Maya, Andaz Mexico City Condesa, Andaz Costa Rica
Resort at Peninsula Papagayo, Andaz London Liverpool Street, Andaz
Amsterdam Prinsengracht, Andaz Prague, Andaz Singapore, Andaz Bali,
Andaz Pattaya Jomtien Beach, Andaz Delhi, Andaz Xintiandi in
Shanghai, Andaz Shenzhen Bay, Andaz Tokyo Toranomon Hills, Andaz
Seoul Gangnam, Andaz Capital Gate Abu Dhabi, Andaz Dubai The Palm,
Andaz Xiamen, Andaz Vienna Am Belvedere, Andaz Nanjing Hexi and
Andaz Macau. For more information, please visit andaz.com. Follow
@Andaz on Facebook, Twitter and Instagram, and tag photos with
#WhenInAndaz.
About Hyatt Hotels
Corporation
Hyatt Hotels Corporation, headquartered in Chicago, is a leading
global hospitality company guided by its purpose – to care for
people so they can be their best. As of September 30, 2023, the
Company’s portfolio included more than 1,300 hotels and
all-inclusive properties in 76 countries across six continents. The
Company's offering includes brands in the Timeless Collection,
including Park Hyatt®, Grand Hyatt®, Hyatt
Regency®, Hyatt®, Hyatt Vacation Club®, Hyatt
Place®, Hyatt House®, Hyatt Studios, and
UrCove; the Boundless Collection, including Miraval®,
Alila®, Andaz®, Thompson Hotels®, Dream®
Hotels, Hyatt Centric®, and Caption by Hyatt®;
the Independent Collection, including The Unbound Collection by
Hyatt®, Destination by Hyatt®, and JdV by Hyatt®;
and the Inclusive Collection, including Impression by
Secrets, Hyatt Ziva®, Hyatt Zilara®, Zoëtry®
Wellness & Spa Resorts, Secrets® Resorts & Spas,
Breathless Resorts & Spas®, Dreams® Resorts &
Spas, Hyatt Vivid Hotels & Resorts, Alua Hotels
& Resorts®, and Sunscape® Resorts & Spas.
Subsidiaries of the Company operate the World of Hyatt® loyalty
program, ALG Vacations®, Mr & Mrs Smith™, Unlimited Vacation
Club®, Amstar DMC destination management services, and Trisept
Solutions® technology services. For more information, please visit
www.hyatt.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20231127365831/en/
Gloria Kennett Hyatt gloria.kennett@hyatt.com
Hyatt Hotels (NYSE:H)
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