Redefining wellness with MasterClass and World of Hyatt
This partnership launched in 2024 to offer World of Hyatt members a discount on MasterClass annual subscriptions. Figuring out how to market it was challenging. For starters, the connection between a hospitality brand and a digital content platform wasn’t immediately obvious. Additionally, the clients wanted to position this as a wellness play, which was even less obvious. (Actual question asked in kickoff: “Is learning wellness?”)
This was the approach:
We started with strategy.
All we had to do was redefine “wellbeing”. Easy, right? By relating MasterClass to society’s larger conversation around the evolution and expansion of wellness, we found a way in. Click through the below slides from our presentation deck to see what I mean.
Then, we developed the story.
Thanks to the strong foundation built with our creative strategy, the narrative came together quickly: Navigating life’s journey both literally (traveling) and figuratively (personal growth) is what the World of Hyatt experience is all about.
LANDING PAGE
EMAIL EXCERPT
Next, I had to combine some very mismatched logos.
Matching primary logos? That would have been too easy! Luckily each brand did have an all-white logo in their toolkit, so I developed a system where the lockup could only appear on images or color-blocked backgrounds. This wasn’t ideal for CX, where white backgrounds abound, but we made it work.
Lastly, I created a working model for future partnerships.
MasterClass content was also going to stream in Hyatt hotels and resorts. While the in-room TV experience wasn’t in our purview (and is a channel I had zero experience with) we could see the potential for mess. So I decided to develop a design system for the content library that will ensure cohesion as new tiles are added.
BEFORE
AFTER
By the time the partnership launched, our team had gone from, “Why does this exist?” to “Of course it does!”
Stay tuned for performance metrics, as this just went to market in Q2 of 2024.