Hyatt Boosts Loyalty with $15 Million Campaign Plugging New Brands

Hyatt Place is one of the newest members of the Hyatt Gold Passport loyalty program

Hyatt Hotels has launched its largest ad campaign ever to incorporate and introduce its two new brands into its frequent guest program.

Under the $15 million campaign, Hyatt Gold Passport members can earn free nights, credit toward elite status and top benefits at all Hyatt brands, including the new brands Hyatt Summerfield Suites and Hyatt Place.

"We are thrilled to integrate two new brands into our rapidly growing portfolio of properties and offer Hyatt Gold Passport members more opportunities in more places than ever before to earn points and redeem rewards," said Amy Weyman, vice president- marketing, Hyatt Corp., in a statement.

As part of the promotion, members' stays at either new hotel through March will count double toward elite membership status. In addition, members will earn five points per dollar spent to use toward free night stays.

TV spots on ESPN, CNN, Fox News, the Gold Channel, Food Network, HGTV, Bravo, Comedy Central A&E and other outlets will support the campaign. The campaign will also include Hyatt's largest online presence on sites including CNN.com, Forbes.com and Fodors.com.

Hyatt has offered its loyalty program for more than 20 years, the company said.

Hyatt plans to open more than 120 Hyatt Place outlets and 30 Hyatt Summerfield Suites properties in the U.S. by yearend.