Half a century ago, when leaders of the Civil Rights movement were denied a place to gather, one hotel opened its doors. That hotel, the Hyatt Regency Atlanta – the first Hyatt Regency property – would become known as ‘The Hotel of Hope’ for the movement.
The Hyatt Regency is celebrating its 50th anniversary with a new short film titled 'Come Together'. The film champions bringing groups together to build community and share ideas, much like it did on August 16, 1967, when became one of the first hotels to welcome civil rights leaders, hosting the 11th annual session of the Southern Christian Leadership Conference.
'Come Together' is rooted in the power of understanding and inspired by the events from 50 years ago, which are more relevant than ever in the US’s current tense political and social climates. The film is in collaboration with up-and-coming spoken word artist Tarriona “Tank” Ball, Hyatt and agency MullenLowe, and was directed by Simon Benjamin, and it tells the Hyatt Regency brand’s story of understanding while encouraging people to come together to share their ideas and perspectives.
“Understanding and the power of collaboration have been part of our DNA for years and there are few brands that can speak to it as authentically as Hyatt Regency,” said Maryam Banikarim, global chief marketing officer for Hyatt. “We continue to be inspired by the events that happened at Hyatt Regency Atlanta 50 years ago and are very proud to create a film that celebrates when groups of people come together to foster understanding.”
Added Ball: “Sharing stories that inspire people to better understand each other is what my art is all about. Naturally, I was very excited to work with the Hyatt Regency brand on this project. When we come together and allow our commonalities to supersede our differences, amazing things can happen.”
The film debuted through a digital collaboration with The Atlantic. In addition to hosting the film, The Atlantic will also feature exclusive interviews with Ball and Xernona Clayton, a civil rights leader who was in attendance at the Southern Christian Leadership Conference at Hyatt Regency Atlanta 50 years ago. The film can be viewed at hyatt.com/understanding and will be amplified through Facebook and Instagram. There is also a behind the scenes video.
“It’s incredibly inspiring to learn how a brand has impacted history in a positive way,” said Dave Weist, executive creative director for MullenLowe. “The events that took place at Hyatt Regency Atlanta 50 years were brave, and today we have the opportunity to retell the story in a poignant and modern way through Tank’s powerful spoken word piece. Most importantly, it captures the essence of World of Hyatt and its mission to foster a world of understanding and inclusion.”