Hyatt Launches New Sydney Hotel With Scavenger Hunt

Hotel brand Hyatt has opened the Caption by Hyatt Central Sydney by flipping the conventional idea of rewarding guests for staying in a hotel, instead rewarding them for leaving.

The brand platform, ‘Be Part of It’, was created by Supersolid off the back of a pitch win, and launched with a short film, shot by Sam I Am's Benito Martin. It invites guests to explore the ‘Haymarket Hundred’, a compilation of 100 curated Haymarket discoveries unlikely to be on a standard tourist’s itinerary.

Activities include snapping selfies with the neighbourhood’s famous ginger cat at Dong Nam A & Co grocery store, and chasing the spiciest bites the neighbourhood has to offer, all tracked by a stamp card initiative.

Participants are rewarded for exploring the neighbourhood and spending time and money with local businesses via a $20 credit at Talk Shop, the all-day hangout at Caption by Hyatt Central Sydney -- part café, part bar, part community hub.

Jonathon Shannon, co-founder of Supersolid, told LBB the ‘Haymarket Hundred’ isn’t just a glossy guidebook.

“It’s a self-guided journey to experience all the people and places that make this neighbourhood special,” he said.

“From iconic streets to hidden treats, it’s about encouraging discovery and building a brand around connection, not consumption. Caption by Hyatt Central Sydney is going to be the first hospitality brand in Australia that rewards guests for not spending all of their time and money in the hotel.”

The agency won a competitive pitch to create ‘Be Part Of It’. Supersolid creative director and co-founder Alex Newman explained the new business win, and resulting work, proves the brand understands “what creativity can do for business”.

“It’s literally on their walls, with bold work from Chris Yee, Hiromi Tango, and Samy Baby setting the tone for the hotel,” he said.

“As a creativity-owned agency, Supersolid was a natural fit during the pitch process. More brands are rethinking how they tackle advertising challenges, and I’m excited ‘Caption’ by Hyatt is leading that shift.”

Caption by Hyatt Central Sydney sales and marketing director Peter Roach said bringing the brand to Australia meant curating a “launch that truly reflect[ed] this market”.

“Haymarket is one of Sydney’s most diverse precincts, with an incredible mix of food, culture, and creativity,” Peter said.

“The ‘Haymarket Hundred’ celebrates those stories and ensures our guests don’t just stay with us, but step out, discover, and support the local community. That’s what ‘Be Part Of It’ is all about. We don’t just want to put our hotel on the map, we want to promote everything and everyone that makes Haymarket one of Sydney’s most interesting suburbs.”

The campaign launched alongside the hotel opening in Sydney’s Haymarket, rolling out as a full integrated launch across OOH, digital, PR, social, and influencer channels, supported by the on-ground stamp-card experience and rewards program at the hotel’s Talk Shop venue.