Centralising asset control
With Adobe Experience Manager Assets, Hyatt stores approximately 70,000 approved images from properties worldwide. Equally importantly, the company shops associated details, such as photographer release forms, model release forms, legal notices and other key documents. Having all image data in one location enables Hyatt to empower thousands of content creators company-wide with fast access to branded, quality images.
“It used to be difficult to manage images and ensure only approved content was used,” says Frank Breithaupt, Director of eCommerce and Marketing Systems at Hyatt. “People were sending DVDs of photos to each other, emailing images or uploading images one at a time to file-sharing services. We didn’t have an efficient way to manage and control activities.”
Combining Adobe Experience Manager with Adobe Creative Cloud, Hyatt streamlined image approval and uploading processes. Today, the creative team working at Hyatt headquarters receives images from authorised photographers and uses Adobe Bridge CC to quickly view, organise and select hotel or lifestyle images to move along the approval process. Only photographs that meet Hyatt’s high standards are uploaded to Experience Manager Assets.
Uploaded assets are then tagged using detailed metadata, so that content creators can easily identify pictures of their hotels or lifestyle images designed for specific website pages. Through this process, the centralised team at headquarters can maintain content brand consistency and unity for global audiences.
“By using Adobe Experience Manager Assets, we can replace complex asset approval and management processes with simplified workflows that can be handled by a centralised team,” says Breithaupt.
Hyatt also uses Experience Manager Assets to co-ordinate the workflow for images pushed out to approved third-party travel sites, which help introduce Hyatt brands to new customers. Every night, Hyatt runs a workflow in Experience Manager to identify new and changed images, assembles a feed and delivers that information to travel content distribution services and other channels. By using the Adobe solution to centralise asset management, Hyatt can eliminate what was once a challenging, time-consuming workflow for Hyatt teams.