Hyatt possessed recognition amongst the Gay and Lesbian community, but never qualified it's positioning as a destination of choice. The GLAAD sponsorships and print ads alone never translated into bookings.
Through our exploration, we consulting with all the credible online Gay travel guides to better understand the human factors as to why the community wasn't booking there. Our discover matched with our own strategic intuition made is clear Hyatt was lacking social context (or social currency). First, the brand had to be inserted within the online networks of LGBT travelers. We started with positioning across Gay travel guides, Gay travel blogs, and Gay social networks. Then we complimented the social strategy with advanced targeting – primarily behavioral. The result, 7 to 1 ROI (media dollars vs revenue generated from bookings.