Critical Mass?, a world-class developer of highly sophisticated Web sites and relationship marketing programs, today announced that it has been selected by Hyatt Hotels Corporation to develop the new design, functionality and technology platform for Hyatt.com and Hyatt`s network of other sites in North America.

According to Critical Mass CEO Jerry Johnston, the focus of the Hyatt.com site redesign will be in the development and application of personalization features that will allow Hyatt.com to target market to individual travelers and Gold Passport‰ loyalty program members.
“This assignment from Hyatt allows us to apply our core strength of helping our clients build more engaging relationships with their customers,” said Johnston. “By combining best-of-class personalization technologies with our expertise in creating highly individualized user experiences, we believe Hyatt.com visitors will benefit from a much more intuitive, functional and content-rich site.”

Critical Mass will design and develop a state-of-the-art technology platform for Hyatt.com and Hyatt`s other sites featuring personalized marketing and greater integration with Hyatt`s Gold Passport program. Customer profiles will enable targeted delivery of marketing content.

“Among strong competition, Critical Mass offered the best combination of marketing applications and proven technological capabilities,” said Joan Lowell, Vice President of Electronic Distribution for Hyatt Hotels Corporation.
The new technology platform will incorporate Hyatt`s growing number of web sites in North America to provide unified design, functionality and content. Hyatt currently has over 40 web sites in North America and approximately 100 web sites worldwide.

The Hyatt.com engagement extends the close working relationship between Critical Mass and Rapp Collins, who have partnered together since 1999 on a range of major website developments and relationship marketing programs for such clients as Mercedes-Benz, Procter & Gamble and SBC Communications.

About Critical Mass
Critical Mass develops and builds sophisticated websites and relationship marketing programs that enable organizations to develop deeper, more personalized relationships with their customers. Headquartered in Calgary, Canada, with offices in Toronto, Chicago, New York and Stockholm, the firm integrates world-class Web site design, leading personalization technologies and innovative e-commerce programs for a roster of blue-chip clients that includes Mercedes-Benz USA, Procter & Gamble, Nike, Reflect.com, Samsung and SBC Communications. Critical Mass is a member of the Omnicom Group Inc., the world`s leading marketing communications company. For more information about Critical Mass, visit www.criticalmass.com

Critical Mass is a member of the RappDigital network, which is the interactive marketing unit within Rapp Collins Worldwide. Rapp Collins is a world leader in on- and off-line direct response marketing and customer management with 70 offices in 30 countries, and part of Omnicom Group Inc.
Rapp Collins has a long-standing relationship with Hyatt through its Dallas agency office and its Marketing Technology Group, which manages the Hyatt GoldPassport program. Critical Mass and the RappDigital network are the latest additions to RCW`s integrated solution for Hyatt.
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