Hyatt Regency’s short, while commemorating a specific moment for its Atlanta hotel, also arrives as a timely reminder of the atmosphere around the civil rights movement and its historical impact. These topics couldn’t be more relevant following the tragic and horrific events in Charlottesville, Va., over the past weekend, where white supremacists and neo-Nazis gathered to protest the removal of a Confederate monument in an episode that turned fatal when one counterprotester was killed.
A message of hope and inclusion is reassuring in such troubled times, and is delivered powerfully by Ball, who the release noted won this year’s NPR Tiny Desk Contest.
“The events that took place at Hyatt Regency Atlanta 50 years were brave, and today we have the opportunity to retell the story in a poignant and modern way through Tank’s powerful spoken word piece,” MullenLowe Executive Creative Director Dave Weist said in a statement. “Most importantly, it captures the essence of World of Hyatt and its mission to foster a world of understanding and inclusion.”
World of Hyatt, a brand platform and loyalty program launched in March, centers on diversity and inclusion at a time when many marketers are wary to focus too much on politics in their messaging for fear of consumer backlash. “For a World of Understanding,” the spot that launched World of Hyatt
and was also created by MullenLowe, featured travelers across the globe, including a woman in a hijab and a black tourist exploring and finding new friends in Morocco.
Hyatt is ensuring the message of “Come Together,” which takes a similar tack, has a far reach by not only promoting the short on its own website but also on social media channels Facebook and Instagram. The partnership with The Atlantic underscores how brands can work with publishers to build a more robust content package around their marketing, including through in-depth interviews and behind-the-scenes looks.