“Healthy Living at Hyatt” with Patricia Teixeira

At Park Hyatt Seoul (June 2~3, 2009)

Marketing Communications

July 3, 2009

Summary

To introduce “Healthy Living at Hyatt” and provide the most important nutrition to VIP guests, Park Hyatt Seoul hosted a series of events with the world-wide nutritionist Patricia Teixeira.  By starting with juice samples offered in shot glasses, a yoga class followed by a healthy breakfast, a press luncheon, a juice class, private consulting sessions and a healthy dinner were held in Park Hyatt Seoul for two days. (Many articles have been featured in July issues of major magazines and two more articles are to be covered in August issues.)

Events with PHS VIP guests

Juice Samples in shot glasses (June 2-3, Park Club & Cornerstone)

Healthy juices and smoothies were presented to Park Club members and visitors in the afternoon and to Cornerstone guests during breakfast time.

Yoga Class and healthy breakfast (In the morning of June 3, Meeting room)

Some Park Club female members participated in a yoga class followed by a healthy breakfast with Patricia providing nutritional information and tips on “Healthy Living”.

Juice Class (In the afternoon of June 3, Cornerstone)

In addition to the regular guests, a well-known food & wine journalist from Chosun Daily, one of three most influential newspapers in Korea, volunteered to attend Patricia’s juice class to get detail information and recipe about her healthy juices.  

Private Consulting Session (in the late afternoon of June 3, Citrus)

Some Park Club members participated in a personal consulting session with Patricia to get her advice on healthy diets, eating habits as well as how to live a healthy life.

Healthy dinner (in the evening of June 3, Cornerstone)

Some Park Club members were invited to experience a healthy dinner where each dish was paired with a healthy juice. Patricia joined the dinner to explain the nutritional facts and benefits of the perfect combination of healthy food and juices.

Press Luncheon

1 Daily newspaper journalist : JoongAng Daily

9 monthly magazine editors: Queen, Home Living & Style (Lifestyle magazines)

Allure, In Style, Cosmopolitan (Fashion magazines)

Men’s Health (Health magazine)

Bar & Dining, Hotel & Restaurant (F&B magazines)

J.J. Magazine (Membership magazine)

3 separate interviews & photo shoots: JoongAng Daily, Queen, Home Living & Style

Coverage Results

TV News: 1 morning news was broadcasted

SBS Morning News (June 17) – approximately for 40 seconds

Online & Daily Newspapers: total of 5 articles generated

Newsis (May 26) – 4 articles, 1pg each

Chosun Daily (June 17) – 1 article, 2/3 pg

Monthly Magazines (July issues): total of 4 articles generated

Home Living & Style (Lifestyle magazine) – 1pg

J.J. Magazine (Membership magazine) –1pg

Hotel & Restaurant – 1/4 pg

Allure (Fashion magazine) – 2/3 pg + small article in hotel section

Monthly Magazines (August issues): total of 2 articles to be generated

Queen (Lifestyle magazine) – 2 pgs

Bar & Dining (Food & Beverage magazine) – 1/2 pg

Wrap-up points

1. With healthy drinks already selling popular since April in Park Hyatt Seoul, “Healthy Living at Hyatt” promotion at Park Hyatt Seoul has been a great success, especially due to the increasing number of Korean people interested in well-being and a healthy lifestyle.

2. “Healthy Living at Hyatt” story was differentiated and appealing to the media that many journalists and editors volunteered to cover the story in daily newspapers and monthly magazines. One journalist and nine editors were invited to Press Luncheon to experience Patricia’s healthy drinks and one newspaper journalist separately joined our juice class to learn himself a bit deeper recipe. SBS, one of the three most influential TV channels in Korea, featured “Healthy Living” in their morning news with Chosun Daily Newspaper coverage. Total of 4 articles in daily newspapers and monthly magazines were generated in July issues and more articles are expected to be generated in August issues. Korean editors were all interested in her vivid and exciting experiences as well as personal advices on healthy diet during the luncheon, but story line of their articles are more focused on introducing Park Hyatt’s healthy juices and providing juice recipes so that the readers can easily make them by themselves at home.

3. Patricia’s visit was significant to the Korean media as she is a pioneer in the industry and her presence can derive strong messages by clearly explaining the theory behind Park Hyatt’s “Healthy Living”. She specified the difference between healthy and unhealthy eating habits and gave many useful tips that can be used in our daily lives. She lectured based on scientific facts and her long experience in the field, so her story was all the more convincing.

4. Both Patricia and Park Hyatt Seoul guests enjoyed the series of events as Patricia was very knowledgeable and friendly in providing all the necessary details and scientific facts to each question she was asked. Many of the guests and editors are already expecting Patricia’s next visit to Seoul with other healthy-related programmes. They were wondering why she designed only the “juices” for the “Healthy Living at Hyatt” and Patricia explained that she is also introducing some healthy cuisines in some other countries and probably would revisit Park Hyatt Seoul with healthy food soon. Patricia also appreciated all the proactive support from Park Hyatt Seoul and great interest from the Korean media.
5. Healthy juices and smoothies have become an important revenue stream and Park Hyatt Seoul will continue to offer healthy juices and smoothies at least until the end of this summer to reinforce the importance of health of Park Hyatt Seoul guests.