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We believe in luxury that is deliberately quiet. Revolutionary in its calm confidence. Captivating in unparalleled service and personal attention that whispers and knows you by name. A refinement so exquisite that it feels electric. We are curators of experience, purveyors of culture, makers of memories, collectors of dreams. We invite you to our world.

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BRAND DNA®

  • Sophisticated
  • Enriching
  • Uncommon

We believe in luxury that is deliberately quiet. Revolutionary in its calm confidence. Captivating in unparalleled service and personal attention that whispers and knows you by name. A refinement so exquisite that it feels electric. We are curators of experience, purveyors of culture, makers of memories, collectors of dreams. We invite you to our world.

Assignment
Develop a campaign/concept to drive awareness, consideration, and trial for the Park Hyatt brand globally.

Target
“Global Connoisseurs.” Luxury travelers who are worldly, cultured and crave the most rare and refined experiences.

Key Insight
Research among affluent hotel guest showed that today’s luxury travelers want more than traditional high-touch, white-glove service. They crave highly personalized, unique experiences curated just for them – experiences that they can learn from and share with others. Given their high-profile backgrounds, they also prioritize privacy and discretion more than other luxury hotel customers.

Execution
The “Luxury is Personal” campaign demonstrated how Park curates experiences around individual guests’ needs and preferences. The creative uses the “Luxury List” device to show how the hotel brings to life the highly personalized notions of luxury travel for various guest archetypes. Rather than showing a recognizable face, the campaign featured anonymous characters, in keeping with our target guests’ preference for discretion. The individual lux lists being the only clue to the guest’s identity. The campaign came to life across print, digital, OOH, video and a social engagement program and microsite that allowed guests to curate their own visual “Lux Lists.”

Results

  • Awareness +6%
  • Consideration +4%
  • Created a stronger preference for the brand within the target ADR of $250+
  • Paid media campaign garnered nearly 22.3MM impressions with a 0.26% CTR
  • Named the campaign one of their top 5 Best Travel Ads

Growth
The “Luxury is Personal” campaign demonstrated how Park Hyatt provides highly customized experiences to meet the unique needs of hotel guests. Since the campaign launch, Park Hyatt has grown from 33 to 39 locations worldwide. Following the success of the campaign, Toth+Co was tasked with assignments for three additional Hyatt brands: Grand Hyatt, Hyatt Place, and Hyatt House. By the end of 2015, Toth+Co was responsible for marketing four of the nine Hyatt brands

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late
founder, Mike Toth, as
he was battling throat cancer,
these videos tell an uplifting
story about finding the
silver lining in
life’s challenges.

Watch Videos

Create Optimism


To us, line art
symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized
Optimism line art.

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MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.