Managing 8 brands on 5 continents, Hyatt's system for distributing customized artwork, imagery and marketing materials, and circulating brand standard guidelines globally was inefficient. The hotel brand also divides the business along international and domestic lines, further complicating pure brand execution. With a divided network and diverse assets on multiple sites, there was no central place to allow all hotel employees to access approved digital assets.
BrandWizard created an online repository, called the Hyatt Brand Manager, for storing brand standards and logos, building marketing materials and offering administrative tools. The system enables Hyatt to manage all marketing materials in one central repository, making quick, easy and cost-effective access to these materials possible from any location. The Ad Wizard functionality allows Hyatt marketing managers to build materials using approved assets from the database and then generate print-ready files. Before release, the item enters an approval queue for final approval.
The Hyatt Brand Manager enables users worldwide to create fully customized advertising and marketing materials. With complete access to logos, images, fact sheets, floor plans, capacity charts and other digital assets, employees are empowered with the full strength of the Hyatt brand. Hyatt Brand Manager users now have access to brand approved templates and assets from anywhere, at anytime. Users downloaded more than 54,000 images from the site in 2009 alone, and the number of collateral pieces created and approved within the system tops 1,000. In the 5 years since the Brand Manager launched, it has become integral to Hyatt’s marketing plan and process. GDS channels were added to the system and marketing materials are published to Hyatt’s press room website as well as Leonardo through which images are distributed across the web. The system has allowed Hyatt to maintain a cohesive, globally recognized brand, while at the same time allowing its culturally and regionally diverse list of properties to retain their identities, altogether, contributing to Global Hyatt Corporation’s firm position as one of the world’s most recognized and highly regarded brands.