Back on October 8, Hyatt kicked off a campaign for public good by sending 46 hotel employees out into ten global cities to open doors for people. Over the course of one hour, the team — decked out in clean-cut uniforms and name tags — opened hundreds of doors without much explanation beyond a sign displaying #InAHyattWorld.
The stunt made for a nice gesture of goodwill from a hospitality giant, but it wasn’t just a one-time event. In collaboration with digital agency Rokkan, Hyatt has been quietly celebrating random acts of kindness over the entire month of October, handing out fresh-squeezed juice from a bicycle cart one day in Los Angeles and keeping cell phones charged at a lounge in New York City’s Wine & Food Festival. People in Chicago, New Orleans, London, Beijing, New York, and other metropolises have responded by snapping photos and using the hashtag on social media. Hyatt’s Director of Digital Strategy Dan Moriarty explains:
On the whole, the reaction has been fantastic. We had some fantastic, spontaneous moments that will live in all of our memories for a while … some really random ‘door openings’ where we actually got involved helping out, from helping carry newly purchased rugs into buildings in New Orleans to helping garbage men empty the trash cans in London.
Moriarty’s team has a few more surprises planned before the month is up, too. He hints at one, saying, “if it rains, we’ve got you covered” — at least in a few different major cities.
The whole project was born out of a research exercise the hotel chain undertook to better understand its guests, finding that people were seeking more personal experiences.
We really want to highlight the fact that we’re reacting to what we’re hearing and helping guests in their times of need.
Take a look below to see a bunch of strangers treated to unexpected doorman service, and keep track of the brand’s do-gooder activities on its Tumblr page.