April 26, 2007
Hyatt Resort reality TV show: The Ultimate Adventure Challenge
Hyatt Resort's The Ultimate Adventure Challenge has a lame name but is a brilliant marketing idea.
Families with at least one child between 9 and 12 can try to participate by uploading 90 second videos (of the entire family) on the official site. The first 1,000 entrants by May 30 will be eligible to compete. Hyatt Hotels Corp. says family video entries should "convey their passion for adventure and exploration while noting why their family should be selected for the competition."
Eventually, 5 families will participate in this reality show by staying in a Hyatt property (and getting filmed a lot). Then people who watch the "webisodes" vote for who should win the free 50 night stay in a Hyatt resort.
They also explain the theory behind the idea: "The idea came about because we know a lot of travelers are online researching, and our research indicated they wanted even more content online that's both entertaining and also informative; this also lets us go beyond traditional media."
I think it's brilliant. Hyatt will get a ton of publicity from this. They already had good brand awareness, but now people, lots of people, are talking about Hyatt. That has to be good for business, especially when they start talking about the webisodes - all the fun activities people can do on vacation while staying at a Hyatt.
Posted by James Trotta at April 26, 2007 7:22 AM | TrackBack