Caption by Hyatt Kabutocho Tokyo is a lifestyle hotel set to open in October 2025. Designed for socially driven travelers, the hotel emphasizes community, local culture, and vibrant shared spaces, offering a more modern and connected alternative to traditional hotel stays within the Hyatt portfolio.
Tokyo’s hotel market is highly saturated, with travelers choosing from a wide range of global chains and boutique hotels. As a newer and less recognizable brand within the Hyatt portfolio, Caption by Hyatt Kabutocho Tokyo struggles with low brand awareness, making it less likely to be considered by tourists during the booking process.
Develop a strategic communication plan that increases brand awareness and consideration for Caption by Hyatt Kabutocho Tokyo. The goal is to leverage viral and social-first marketing strategies to generate interest, differentiate the brand, and position it as a preferred hotel choice for travelers visiting Tokyo.
Tourism is increasingly shifting toward activity-focused experiences rather than traditional sightseeing. Travelers are seeking sustainable and eco-friendly options, reflecting a growing awareness of environmental impact. There’s also a strong trend of blending modern and traditional Japanese elements, offering visitors a unique cultural twist. Additionally, social media plays a major role in shaping travel decisions and inspiring where people choose to go and what they do.
Due to these market trends, we came up with three pop-ups for Caption by Hyatt Kabutocho Tokyo to potentially implement within their Talk Shop: Matcha Making, Ikebana (Japanese flower arranging), and Color Analysis.
Promote Japanese culture to locals and tourists through a trending, social activity, in partnership with a sustainable family-owned tea company. During the workshop, visitors will be able to learn the traditional Japanese matcha making process.
Create value-driven experiences for both locals and tourists and emphasizes self-expression, creativity & social connection. During the workshop, visitors will be able to learn the art of Japanese flower arranging.
Promote sustainability for visitors to choose intentional pieces for their wardrobe based on their natural aesthetics. During the workshop, visitors will receive personalized guidance to better understand which palettes suit them best.
Following the strategic recommendations, I created ad mockups for each of the three pop-ups using Caption by Hyatt’s design system.
Through designing the ad mockups, I strengthened my ability to work within established brand guidelines.
I’m grateful for the Hyatt team for trusting me with their brand assets! Additionally, I want to thank the other consultants and our project manager for a successful deliverable!
