World of Hyatt Rising to a Tall Challenge

Situation: Multiple Agencies Compete to Increase Brand Awareness

Hyatt wished to increase regional brand awareness and direct-to-consumer sales and revenue across urban and resort LATAM destinations by targeting US and inter-regional consumers, albeit a nascent department with limited bandwidth, resources and shifting priorities.

Initially, in Q4 of 2022, Roar Media was tested against several other agencies with the creation and execution of a performative digital marketing plan (inclusive of SEM and a variety of META ad types) with an extremely high-volume number of deliverables in three languages (i.e. English, Spanish and Portuguese).

Approach & Results: Delivering High Volume, Resort-Worthy Campaigns

Roar Media delivered on 7 promotional campaign offers and 5 evergreen campaigns in 2022, each with 2-3 META ad creative types. In total, almost 400 META ads were created and a SEM ad copy with thousands of search ads—all in under a month’s time. This was accomplished despite a lack of access to brand images and image library and the need to have multiple approvals (i.e. marketing, brand, social, legal).

Thanks to the volume of quality deliverables and campaign performance, Roar Media won against the competition by a landslide, securing the 2023 Hyatt corporation businesses to become a coveted preferred agency. This year, another suite of comparable creative deliverables has been developed, only now with the added complexity of featuring specific co-op properties in the regional campaign and pulling budget from high-performing properties/regions to better serve underperformers.

For Hyatt, Roar Media consistently activates high-performance, international go-to-marketing strategies. Highlights include:

Flexibility and agile change management with offer changes, co-op property involvement, and competing objectives
Highly efficient media planning and measurement
Savvy targeting tactics using custom audiences, in-market audiences and affinity segments
Engaging META awareness campaigns with brand and regional interests / dialects and property USPs
Advanced web and social retargeting

Q4 2022 KPI SCORECARD

Total: 9,908,040
SEM: 2,100,438
META: 6,988,602 Impressions

TOTAL: $129,306.54
SEM: $95,734.57
META: $33,571.97 INVESTMENT

TOTAL: 558
SEM: 173
META: 385 Bookings

TOTAL: $3.38
SEM: $1.91
META: $7.55 ROAS

TOTAL: 113,403
SEM: 103,494
META: 9,909 Ad Clicks

TOTAL: $1.14
SEM: $0.93
META: $3.39 CPC

TOTAL: 1.25%
SEM: 4.93%
META: 0.14% CTR

TOTAL: $231.59
SEM: $553.38
META: $87.12 CPA

Q4 2022 Promo Asset Samples

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Q4 2022 Promo Asset Samples

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SEM Examples

Q1 2023 KPI SCORECARD

Total: 373,170
SEM: 42,359
META: 330,811 Impressions

TOTAL: $11,898.89
SEM: $6,702.64
META: $5,196.25 INVESTMENT

TOTAL: 83
SEM: 28
META: 54 Bookings

TOTAL: $7.28
SEM: $7.27
META: $7.30 ROAS

TOTAL: 4,634
SEM: 2,944
META: 1,690 Ad Clicks

TOTAL: $2.57
SEM: $2.28
META: $3.07 CPC

TOTAL: 1.24%
SEM: 6.95%
META: 0.51% CTR

TOTAL: $144.04
SEM: $237.26
META: $95.59 CPA

Q1 2023 PROMO ASSETS

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Q1 2023 EVERGREEN ASSET EXAMPLES

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Roar Media has proven itself to be both strategic and creative, delivering high performance campaigns and data-driven insights to reach new customers.
Leveraging strong creative and advertising knowhow, they quickly helped us develop an effective go-to-market strategy, integrate with our systems and launch successful pan-regional campaigns in North and Latin America.
Roar’s ad creative is top-notch, “on-brand” and in-language. Its digital execution is strategic, targeted and performative, all with a keen focus on maximizing ROAS. The agency applies industry best practices and smart processes, enabling them to quickly pivot to meet new campaign objectives and learnings.
Just as important, the Roar team is agile, proactive and responsive. They have been an invaluable advertising agency partner. -Daniella Moran, Director, Digital Strategy and Performance, Hyatt Corporation