Unlike other hotel brands trying to emphasize the ‘homey’ feeling guests are expecting while traveling, Hyatt Regency points out the beauty of freedom while being away in their latest campaign. This global campaign is the largest in the 50 year history of Hyatt Regency and it launches in the US followed by the UK and India, and finally arrives in China and Japan in November.

“It’s Good Not to Be Home” fills in the space left by other hotel campaigns, which miss out on the opportunity to emphasize the break from routine, the freedom, and the new experiences of traveling, mentioned Sandra Cordova Micek, Senior VP Global Brands, Hyatt.

Partners of the campaign are Fast Company, in charge of creating workshops and panels for guests to have a chance in making new connections, and brand work by Comedy Central that will “tap into the universal power of humor to bring people together by celebrating funny ‘not at home’ moments,” the company said in a release. Also, they plan on following a comedian on the road to the New York Comedy Festival, which Hyatt Gold Passport is sponsoring as well. In selected hotels, guests will be treated with surprising comedic moments across the US, and both Hyatt Regency and Comedy Central’s channels will push forward the custom content.

Hyatt Regency worked with advertising agency Pereira & O’Dell in creating the campaign that includes TV, social, digital, outdoor, print media, in-hotel activations, and conference take-overs that will roll out through October and November, targeting both consumers and meeting planners.