Caption By Hyatt

We hosted a two-day immersive FAM trip for six carefully selected travel influencers from Tokyo, China, and Southeast Asia. Local Osaka tastemakers guided participants through the city’s highlights, from iconic sightseeing spots to hidden gems that embody the spirit of Namba. The itinerary included a welcome dinner, engaging cultural experiences, and a farewell dinner—all designed to showcase the Caption by Hyatt brand. Each element of the trip was tied to a chapter in a custom manga narrative, blending storytelling with real-life experiences.

Namba, in southern Osaka, is a lively district where modern excitement meets rich history and culture. Beneath its vibrant neon lights lies the perfect setting for Caption by Hyatt’s debut. To celebrate this launch and highlight the unique spirit of the neighborhood, we embraced the beloved art form of manga in collaboration with Japanese illustrator Jintaro Imamura. Together, we created custom manga-inspired assets, including a neighborhood guide and FAM trip invitations featuring fill-in-the-blank speech bubbles to encourage guests to #CaptionYourStay. These creative visuals were featured on-property and across marketing channels, blending storytelling with interactivity to invite audiences to share their own experiences. Complemented by an integrated KOL strategy, the campaign brought dynamic, personal connections to life, solidifying Caption by Hyatt’s identity as a vibrant, community-focused brand.

To make the Namba guide more engaging and interactive, we collaborated with the hotel to organize a sticker rally involving local businesses. This gamified experience encouraged guests to explore the vibrant neighborhood, collecting stickers from participating shops and attractions in order to win a prize at the hotel's front desk. The rally not only showcased Namba’s unique charm but also strengthened connections between Caption by Hyatt and the local community. Custom creative collateral, including manga-inspired designs, brought the rally to life, providing an immersive and fun way for visitors to engage with the area while experiencing the warmth and character of Osaka.

Our #CaptionYourStay campaign encouraged audiences to share their unique travel stories on social media while exploring Caption by Hyatt’s offerings. We focused on influencers who excel in long-form content, such as vlogging, to craft authentic narratives that resonated with global audiences. This strategy ensured that prospective guests researching trips to Osaka would encounter relatable and engaging content from their favorite travel guides and creators.