NEW YORK: Andaz Hotels by Hyatt has kicked off an initiative to connect with and inspire its target audience through culture and creativity.
The “Andaz Salon” series, which offers consumers access to cultural activities, events, and content, includes a partnership with nonprofit the Flag Art Foundation.
Sara Kearney, SVP of brands for Hyatt, said Andaz wants to engage guests through local events near each of its hotels, as well as online through the AndazSalon.com website.
The Andaz 5th Avenue in New York City will host an exhibition for the series with Flag Art director Stephanie Roach, who is serving as the brand's first “cultural insider,” said Kearney.
Roach will present the exhibition to guests and members of the media, and she will also be featured on the brand's website. Content, such as videos, photos, and articles, as well as upcoming event information, will be added to the site for consumers around the world to access.
“We wanted to make sure we were creating an experience that was very deep-rooted in the local community,” explained Kearney. “Our target consumer for the brand has been very much focused on the creative class and the professional bohemian communities, so the idea of the cultural insiders became a clear direction for us.”
One reason Andaz initially chose Flag Art as a partner was to make sure its virtual community had intriguing visual content, said Kearney. She added that the organization and the brand also had “the right chemistry” because Flag encourages the appreciation of contemporary art and it supports neighborhoods.
To raise awareness of the first Flag Art event, the brand is working with travel publication AFAR Media and The New York Observer, as well as agency partners Fleishman-Hillard and Syndicate 5 to reach out to media and bloggers. The brand is also promoting the initiative globally by tapping into its network around the world.
“We have our teams in all of our regional offices around the world in support of this initiative so that it goes outside of just the local markets where the events are occurring on the ground,” said Kearney. “Having the virtual component allows it to be more than just an on-property event or a one-time thing.”
Andaz will also tweet and post updates on its brand Facebook page, as well as that of Hyatt. The Andaz Salon website also has social tools built in so consumers can share content on their own channels or with their peers.
The brand has nine locations around the world, as well as properties under development in Costa Rica, Turks and Caicos, India, Mexico, China, and Hawaii.