Why @Hyatt said yes to @MorganSpurlock - @USATODAY

I couldn't find the Hyatt commerical that Morgan Spurlock produced for "Pom Wonderful Presents The Greatest Movie Ever Sold" on Hyatt's YouTube Channel. If you find it, let me know.

Article Excerpts

...but Spurlock said that higher-profile companies only joined in after Hyatt said yes. Hyatt, he said recently at a screening in Washington, was the first "blue chip" brand that he landed, which "made a difference" when they approached other companies.

Barbara De Lollis, USA TODAY: Why did Hyatt commit to this project?

Hyatt global marketing chief John Wallis: We felt that he was creating a movie for the intellectually curious - ultimately, the people who are either our current customers or are our potential customers

Q. Will Hyatt promote Spurlock's movie in some way?

A. If you stay in a Hyatt hotel in any of the cities where the movie is being launched, you will see a commercial he did for the movie on the guest room TVs. To be honest, we feel that we have a passionate brand advocate in Morgan Spurlock. (Ed: Is the commerical on the internet. If not, why not?)

Q. How much PR do you think this movie could generate for Hyatt?

A. We'll track from today through the next six-to-eight weeks what happens to brand awareness during the launch of the movie. We'll measure awareness - we always do.


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