Applicants were asked to write short essays about what they?d do with a year of free Hyatt stays. A winner was slated to be chosen from each region by mid-June. (A shorter version of this Q&A appears in the June/July issue of Chief Marketer magazine.)
Chief Marketer: What?s the strategy behind the ?Big Welcome? contest?
John Wallis: With this campaign, we?re trying to concentrate on three areas: customer satisfaction, loyalty, and employee engagement. If we can strike on all three, we can gain market share during this period. The Big....