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HYATT REGENCY
PHOENIX

Elevating a Legacy Brand: Hyatt Regency Phoenix 50th Anniversary Campaign

Hyatt Regency Phoenix is a landmark downtown hotel known for its world-class accommodations, dining, and event experiences. Celebrating 50 years, the property remains a cornerstone of Phoenix’s hospitality and cultural landscape.​

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The Challenge

Hyatt Regency Phoenix sought a strategic partner to celebrate its 50th anniversary while reinforcing its position as a premier destination in downtown Phoenix.

The campaign needed to:

  • Honor the hotel’s legacy and history

  • Reintroduce the brand to a modern audience

  • Promote anniversary packages and experiences

  • Drive media coverage and community engagement

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Key Insight

Our research and strategic planning revealed:

  • Milestone anniversaries are powerful opportunities to elevate brand legacy and generate media attention

  • Storytelling rooted in history and human connection resonates across diverse audiences

  • Consistent branding and messaging strengthens awareness and recall

  • Community engagement and official recognition increase credibility and local relevance

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The Strategy

 

The Colibri Collective executed a multichannel marketing and public relations campaign designed to maximize visibility, engagement, and long-term brand impact.

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Phase 1: Communications & PR Strategy

We developed a comprehensive communications plan grounded in Hyatt’s history, brand identity, and future vision.

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Key initiatives included:

  • Targeted media outreach (TV, digital, print)

  • VIP and stakeholder engagement

  • Social storytelling support

  • Development of digital invitations and a 50th anniversary video

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Messaging Concept: The Branded Compass

The campaign centered on a “branded compass”—a creative concept inspired by the hotel’s iconic revolving restaurant, The Compass. This narrative guided audiences through Hyatt’s 50-year journey, highlighting:

  • Western heritage

  • Cultural and sports milestones

  • Culinary evolution

  • Community impact

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Phase 2: Event Experience & Emotional Engagement

We helped plan and execute the milestone celebration, creating an immersive experience that brought Hyatt’s legacy to life.

  • Secured official recognition, including a mayoral proclamation and video address from Kate Gallego

  • Delivered a high-impact event experience with skyline views, curated dining, and storytelling moments

  • Generated strong media attendance and coverage


Phase 3: Post-Event Visibility & Digital Strategy

To sustain momentum, we:

  • Continued strategic media outreach to local and regional outlets

  • Developed a social media strategy for Hyatt’s agency partner

  • Amplified anniversary offers and promotions across digital platforms

 

Media Implementation

The campaign leveraged a mix of earned, paid, and owned media:

  • Online Coverage: AZ Republic, AZ Foothills Magazine, Downtown Phoenix, Visit Phoenix, and more

  • Television: AZ Family, 12 News, Fox10 News

  • Regional Publications: Lifestyle and business magazine features

Why It Matters

This campaign demonstrates how strategic storytelling, integrated media, and experiential marketing can transform a milestone moment into a lasting brand impact.

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By blending history, community, and modern marketing, Colibri helped position Hyatt Regency Phoenix not just as a hotel but as a place where legacy and hospitality converge.

THE
RESULTS

Campaign Impact 

  • Significant earned media coverage across local and regional outlets

  • Increased social media engagement and audience reach

  • Strengthened relationships with community leaders and stakeholders

  • Increased awareness and engagement with anniversary packages

The campaign successfully elevated Hyatt Regency Phoenix’s visibility while reinforcing its position as a historic, culturally relevant destination.

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