Hyatt Centric The Loop Chicago Opens Its Doors And Turns to Identity

Opening the first hotel property worldwide from a new lifestyle brand. With a multitude of new lifestyle hotel brands emerging, how do you communicate what makes a brand different and a specific property stand out?

Our Approach

When a leading hotel management company signed on with Hyatt Hotels Corp., a prominent real estate developer and an award-winning restaurant team to open and operate a new hotel in the heart of Chicago, they reached out to Identity to help them bring all stakeholders together and generate meaningful and measurable buzz for the soon-to-be Hyatt Centric The Loop Chicago.

Prior to the hotel’s opening, Identity developed a compelling narrative detailing the property’s history that also incorporated elements of the new Hyatt Centric brand to attract media coverage and garner consumer attention from around the world. In addition, Identity created an overall communications strategy for both media outreach and social media engagement, leveraging each available touch point to create awareness and anticipation as opening neared.

Through targeted media pitching, secured sneak peek tours of the hotel with key media decision makers, coordinated media introductions, relationship building and strategic press releases, as well as a thoughtfully crafted and cohesive social media strategy aimed at quickly growing the hotel’s digital presence, Identity generated meaningful media coverage both prior to and following the grand opening.

To ensure every aspect of the hotel’s position within the growing lifestyle hotel market was clearly communicated and strategically aligned with the various stakeholder interests, Identity worked closely with the hotel’s respective PR reps ensuring clarity of both objectives and messaging. This inclusive strategy maximized opportunities and resulted in consistent messaging in media coverage and across digital platforms.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Media Training
    • Stakeholder Engagement
    • Messaging Development and Execution
  • Social Media

    • Social Media Strategy
    • Content Development
    • Community Management


  • 28media stories secured prior to hotel's grand opening
  • 6media tours of the property coordinated
  • 1,500+ Facebook likes generated prior to hotel’s grand opening.
  • 5 media placements in top tier, national publications