THE launch of Hyatt International's new print advertisements have signalled the end to the days where its different hotel categories shared the same advertising. ''The last campaign before this year's re-launch was experimental, portraying the moments experienced in a hotel rather than the product,'' said Ms Cristina Tabora, director of marketing communications at Hyatt International. Two agencies, BBDO and DMB & B, came up with the best strategies, but the latter won the contract by presenting a series of advertisements using the crescent from the Hyatt logo in the advertising. ''The ads with the crescent work well in any language, English, German, Japanese, Korean or Chinese,'' said Ms Tabora. Each advertisement is different in keeping with the customers the chain attracts to its different hotels. The Grand Hyatt hotels emphasise luxury; the Regency hotels promote business facilities; the Park Hyatts upscale, personal service; and the Resorts leisure amenities. Each advertisement raises the question of why guests should stay at a Hyatt, and then gives them the reasons why. Slight variations in colour on the advertisements also define the different classes of hotel. DMB & B is handling the $124 million worldwide account out of its Hongkong office. Its responsibilities involved advertising, worldwide media planning and supporting activities such as public relations. The initial campaign, which broke last month, will run for up to eight weeks in titles like The Asian Wall Street Journal, Newsweek, Time, BRW and some industry publications. Local and overseas media are being used for individual properties and food and beverage outlets advertising.