Hospitality sector taps video advertising

RITIKA SHARMA / Emirates Business

Keeping up pace with the latest trends in the field of marketing, UAE hospitality industry is testing out the benefits of video advertising. Brand experts in the country are claiming that video marketing will become a major content medium of communicating with consumers in the near future.
One of the most talked about initiates in his direction, Hyatt group’s #AnythingIsPossible Season 2 UAE has grabbed much attention in past few days. Experts believe this to be a very innovative move by the company which will benefit the brand in long run. Talking to Emirates Business, Rehab Gadiya, an independent image consultant, said, “Video has always been seen as the best medium to connect. Due to the fact that nothing can create the magic that a video does, I think more people in hospitality should try to look for options in video advertising.”
“The campaign of Hyatt is creating waves and it is expected to push more brands to try video advertising. This is a powerful tool especially when we are talking about a people-oriented industry like hospitality,” he added.
Jennifer Kedinger, Manager, Social Strategy and Activation EAME/SWA, Hyatt Hotels Corporation, told Emirates Business, “MENA is a mobile first market and video is the dominant content consumed. Video in the digital arena is the most visual way to connect emotionally with users and to ultimately tell stories.
“After the success of storytelling in launching our first web series #AnythingIsPossible in France last year, it was an easy discussion for Hyatt to continue season 2 in the UAE where we have a number of diverse hotels and brands represented in the market,” she said.
When asked about any specific reasons for choosing UAE after France for the video campaign, she said, “We care for people so they can be their best. Hyatt hotels have a superior value proposition focused on care. To handle human experience in our luxury establishments; while never forgetting real life values. In the series there are moments where the characters are in need of assistance and Hyatt associates are able to assist with any conflict while focusing on the care.”