Project: Hyatt Regency Launch

Client Industry: Hospitality. Hyatt Regency, Dubai. Re-Launch & brand positioning of Ballroom & Meeting Facilities


Our client a global hospitality company with widely recognized, industry leading brands and a tradition of innovation developed over more than fifty-year history. The company manages franchises, owns and develops branded hotels, resorts, residential and vacation ownership properties around the world. The company's worldwide portfolio consisted of over 550 properties.

The brief that was provided to brains at work encompassed a very critical area of operation for a particularly well know brand hotel of the group located in Dubai. We were to help the hotel re-launch their meetings and banqueting venues as a completely new and exclusive concept in the Dubai market.


The primary objectives that the brains at work team was required to deliver were:

  • To successfully launch a multi-event venue
  • To create a new brand position as per the brand’s vision
  • To create an energizing experience for people to connect
  • To communicate product differentiation

Critical Factors

The scope of work for the project included conceptualization, designing, management printing, production, delivery and implementation of all requirements being derived from the objectives set. Extremely critical for this exclusive launch event was inviting the right profile of clientele and confirming exact number of attendees for the launch event given the dimensions of the ball room and the maximum number of people who could be accommodated in it as per the décor and seating plan. Additionally, the hotel is located at a distance from the city centre and can be difficult to reach during peak traffic times. The launch event was being held right in the middle of a busy week, and so traffic congestion and delays in guests arrival was to be expected and managed. Further, the meeting and banqueting venues are spread over two levels separated by a stairway and are at a distance from each other. This meant that the staggered entrance of invitees walking in had to be coordinated in a manner that they were first taken to the meeting venue at the upper deck for a show around before being walked through to the ballroom. 


brains at work set about meeting the critical requirements of detailed discussions with the hotel management. brains at work designed a customized concept for the launch, providing activities that would entertain and stimulate.  

Our team worked in close quarters with the hotel’s management team and ensured that every detail of the event from the invites, to the guest list, the timing and manner of guest welcome, the specifics of the walk through experience, the display of cuisine, the perfect mix of entertainment and the guest interaction during the event was invigorating and just right. 


Our Client was very happy with the tremendous success of the event with widespread media coverage. There was a barrage of bookings and enquiries post the event and the new multi-level multi-event venue was declared a successful launch with perfect brand positioning.


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