HYATT REGENCY ATLANTA CELEBRATES 40 YEARS BY LOOKING BACK AND MODERNIZING FOR THE FUTURE

Client:

Assignment:

In conjunction with its 40th anniversary in May 2007, the Hyatt Regency Atlanta planned an $8 million dollar renovation of its Ivy Tower and wanted a new name to revitalize interest in this boutique tower within the property. The hotel turned to Jackson Spalding for the re-naming and for media relations strategy/ planning for the 40th Anniversary.

Strategy/Implementation:

Jackson Spalding conducted primary and secondary research on potential naming categories, interviewing key Hyatt personnel, local dignitaries and frequent customers. After a collaborative naming session with the client, the name Radius was chosen to reflect the pie-shaped rooms that radiated from a central core. PR for the 40th followed, weaving historical milestones as well as information about Radius, the "new hotel within a hotel." The goal was local, regional and national coverage to position the Hyatt as an updated landmark. We coordinated a media tour with editors in NYC to secure national interest.

Results:

The retrofit of Radius and the 40th anniversary attracted strong national and local coverage in television, print and radio. Coverage included articles in numerous trade publications as well as the Atlanta Journal Constitution, Atlanta Business Chronicle, Atlanta Magazine, Georgia Trend and The Atlantan. Peter Greenburg aired his worldwide travel radio show live from the atrium and aspects of the anniversary were featured on both Fox's "Good Day Atlanta" and CBS' "Better Mornings."