Recession Lesson: Throw Out Your Old Algorithms†

Q&A With John Wallis, Global Head of Marketing and Brand Strategy, Hyatt

Advertising Age, June 15, 2009 — After 28 years at Hyatt, John Wallis was named head of marketing at the hotel chain in November of last year. Resigned not to let the recession limit Hyatt's marketing activity, he launched a massive marketing effort. The campaign, which is intended to introduce its redesigned loyalty program, awards three winners — one from North America, Europe and Asia — of an essay contest 365 free nights at any Hyatt hotel worldwide; another 30,000 people will win one free night. More than 87,000 people, 79% of which were customers, entered an essay.