GLOBAL – DECEMBER 13, 2011: PHD has been appointed to handle digital media planning and buying globally for the Hyatt hotel chain, following a competitive pitch that included large holding company brands as well as independent online marketing companies.
The scope of work will include SEM, SEO, social and display and the account will be led out of the USA with a focus on key markets, particularly in Asia. PHD’s ability to provide a global infrastructure with local relevance and local, direct support was a factor in the agency’s appointment.
Cheuk Chiang (pictured), CEO, Asia Pacific, PHD, said, “At PHD, we are consistently leveraging developments in digital platforms to deepen brand engagement. It is with great excitement that we take this assignment to work with Hyatt and engage with their customers through customized formats leveraging the best of social media and search applications.”
Commenting on Hyatt’s decision to appoint PHD, Mike Cooper, global CEO, said “PHD has enjoyed a successful partnership with Hyatt since being appointed agency of record in North America in 2008. We’re delighted to be growing this relationship on a global scale thanks to our localized expertise across key markets.”
The review comes as more and more consumers turn to the internet on multiple devices to research, plan and book their travel. In 2010 there were 17 Hyatt properties in China, more than in any other country outside the US. In 2011 Hyatt opened four more properties and have another nine scheduled for 2012. In May 2011, Hyatt announced plans to build 30 hotels in India over the next five years.
