Grand Hyatt Singapore is a five-star hotel strategically located at Orchard Road in Singapore, nestled in the heart of the city’s commercial and entertainment district. In view of the hotel turning 50 — a major milestone — we worked hand in hand with its marketing team to develop a set of festive campaign collaterals reflecting the glorious journey of the grand dame.
Grand Hyatt Singapore’s 50th Anniversary is a major celebration despite the COVID-19 pandemic. Having played a part in the history of Singapore, Grand Hyatt Singapore’s legacy and the symbol of luxury hospitality are reasons to celebrate. At the same time, Grand Hyatt wanted to drum up the festive mood and ring in cheer and joy to chase away the languishing effects of the pandemic. Connecting with its regulars and new customers was a priority. Being more than just a brand, Grand Hyatt creates cherished memories, enriching the lives of their guests, and becomes a part of their customers’ life stories.
The story of Grand Hyatt Singapore is titled “As Good as Gold”. With the client, we built a visual story and harnessed the experience inspired by a visit to an art museum as the centrepiece to present the hotel’s fine cuisine. From the collaterals to the lobby space of the hotel, the story of treasured pieces represented by food items was featured on individual pedestals and aesthetic arrangements. Guests were roped into the festivities as they design the packaging boxes for the hotel which were entered online into the virtual space to enhance the buying experience. Why food? When one thinks of a celebration, a feast comes to mind. Food, being the glue that connects people, forges strong bonds and shared memories.
Gold is the colour of a 50-year anniversary. Previously a symbol of royalty and prestige, gold is now a modern-day symbol of abundance, opulence and prosperity. The everlasting brilliance of gold personifies the timeless promise Grand Hyatt Singapore gives to all who pass through her doors.