I had forgotten about Hyatt's celebrity wake-up call service until Kare Anderson reminded of it in an e-mail. She had what I thought was an interesting idea:
What if a major exhibitor and/or meeting planner involved in a conference at Hyatt arranged for the hotel chain to have a relevant celebrity do the pertinent conference wake-up call message for attendees?
I like it!
Update: I just looked at the press release again, and the weird thing is that the service "is not supported by the hotel phone system," so it's only good for cellphones and home phones. So maybe Kare's idea wouldn't work after all, unless the meeting organizer had attendees' cellphone numbers.