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A woman and a girl walk in a hotel hallway; later, staff interact with them near a wall display. An app notification shows Hyatt followed someone on TikTok, reflecting the GLOW Campaign’s focus on genuine connection.

Humanity Wins: GLOW’s Campaign Is the Anti-Ad Ad We Needed

Authenticity, meet execution and big feelings without big budgets

After hurricanes forced a mother and daughter out of their Florida home, they found an unexpected refuge in the Hyatt Regency Jacksonville Riverfront. What followed was not just comfort and shelter—but genuine care from Guest Relations Manager Bobby Ross, who went above and beyond.

The grateful family shared their story on TikTok. That’s where GLOW stepped in—not with lights and boom mics, but with a belief that the most powerful creative comes from truth, not polish. The agency worked with the hotel to document the family’s return and surprise Bobby with something he never expected: a vacation to Hawaii as thanks.

The result? A campaign powered by real emotion, user-generated content, and a standout reminder that kindness is still very much a marketing asset.

@angel_and_k
#greenscreen The update you’ve been waiting for! ❤️ #HyattPartner @Hyatt
♬ Triste Sentimento – Music For Business

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Peter Levin, CEO & Co-Founder
Email: peter@weareglow.com
Phone: (212) 206-7254

About the Author
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.

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