Collaborated with clients and agency team to strategically lean into the all-encompassing “World of Hyatt” brand, its umbrella loyalty program. The project included completing a competitive audit, garnering internal stakeholder buy-in, and ultimately educating customers of the company’s budding loyalty program. Following several acquisitions by Hyatt (e.g, Alila, Joie de Vivre, and Thompson), this project aimed to inform audiences, through social and email, of the hotel’s expanding portfolio right on the heels of Marriott Bonvoy’s debut in 2019.