BOSTON EXTREME PACKAGES
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THE SITUATION: Hyatt Regency Boston needed to separate itself from competitors for leisure travel guests.

THE OPPORTUNITY: The hotel devised a set of packages with unique inclusions, and needed an engaging way to convey details to guests.

THE APPROACH: Ad 1 branded the group of seven offerings as “Extreme Packages” to let potential guests know up front that these are not the typical packages found at other hotels.
  Each package was dubbed with an Extreme name: Extreme Petting dog-friendly package, Extreme Offspring family package, and Extreme Pride for the GLBT market. Images filled with motion and emotion along with package details were displayed on inserts delivered in a rack-size pocket folder.

THE RESULTS: Sales of Hyatt Regency Boston weekend packages skyrocketed and the unusual names and offerings attracted priceless attention from the media.