Focus bags creative duties of Hyatt Regency Gurgaon

The agency has been part of property launch, marketing, communication strategy and design for six other Hyatt properties in India and abroad.

Integrated brand communication agency Focus has won the creative duties of Hyatt Regency Gurgaon. The agency will design the marketing and communication strategy for the launch of Hyatt's new property in Gurgaon and for various collateral segments within the hotel.

According to Rahool Talukdar, national creative director, Focus Circle (the creative and advertising division of Focus), the agency's earlier work for the launch of Hyatt properties in other cities helped it to win the account.

"Having worked with several brands from the hospitality sector, we understand that a hotel doesn't essentially need only advertising. The Hyatt Group globally reflects excellent standards of service and luxury for its guests. Hence, the internal and external communication and marketing strategy needs to be consistent in terms of message and approach. Hospitality or luxury is a 'state-of-mind'; it's a feeling that one needs to inculcate within to service the brand," he adds.

The creative and communication strategies for the soft launch are nearly ready. The hotel will position itself to attract business travellers who frequent Gurgaon. "Usually, a launch involves rigorous strategising in terms of feeder and local markets. Each of these brands has internationally acclaimed brand standards that also need to be ensured. Focus went through an intense exercise to adapt and enhance these standards to not only fit the Indian market but to live up to the Hyatt way of marketing and communication as per its global standards,"

Talukdar adds.

The media strategy will be finalised in two to three weeks. Meanwhile, Hyatt Group's internal team has designed the logo for the Gurgaon property.

Focus has assisted the Hyatt Group to launch its properties such as Park Hyatt, Goa, Grand Hyaat, Hyatt Regency and Park Hyatt in Mumbai, Delhi, Kolkata, Chennai and Pune, and international properties in the Maldives and Abu Dhabi, over the last nine years.