MUMBAI: Hyatt Hotels Corporation has announced the launch of World of Hyatt, Hyatt’s new global platform grounded in the simple idea that a little understanding goes a long way. This reflects Hyatt’s purpose and reaffirms its commitment to building genuine and trusted experiences and engaging its community of loyalists in a way that is meaningful to them.

The global campaign will extend across TV, digital, social, out-of-home, in-hotel, print, and events throughout 2017 with an emphasis in the United States, China and India.

The launch of World of Hyatt is supported by an unprecedented integrated marketing campaign, “For a World of Understanding.” The campaign will debut its anthem spot with a universal message during the 89th Oscars® broadcast, leveraging a series of personal vignettes that speak to the power of understanding. The anthem features Grammy-nominated recording artist Andra Day singing, “What the World Needs Now is Love,” the timeless song from Hal David (lyrics) and Burt Bacharach (music composition).

Created by MullenLowe, the spot was filmed earlier this year in Thailand, Morocco and Spain, and explores how people from different cultures unite through simple human connections.