PARSIPPANY, NJ—Highlighting more than $100 million in recent brandwide renovations, Super 8 today unveiled its newest multimillion-dollar ad campaign for the U.S. titled “See You on The Road.” A humorous look at #RoadTripFails, the campaign—which spans television, radio, digital and social—was created by independent agency Terri & Sandy.
The words “Road Trip” conjure images of amazing adventures, glorious sights and family bonding, but as the brand discovered via social listening that there are also hilarious bumps along the way.
“We were exploring how travelers post about their trips and found the popular hashtag #RoadTripFails,” said Terri Meyer, co-founder and CEO of Terri & Sandy. “It was born from the truth that some of the funniest and most memorable moments on the road are the blunders. We wanted our consumers to know that we get it and that Super 8 is the perfect refuge for those seeking a haven from the highway.”
Anchoring the campaign are four 15-second spots pairing relatable road trip hiccups—a toddler needing a bathroom break, a stare-down with a lone bison, a too-close encounter with a teen in need of a shower and a road trip selfie gone wrong—with the line “At Least Tonight Can Be Super.” Each contrasts the drama of the open road with the restful moments that await at Super 8, according to the company.
Lisa Checchio, VP of brand marketing at Wyndham Hotel Group added, “Super 8 is a trusted, tested companion for every traveler out there and this campaign serves as an authentic platform for not only showcasing our fully updated, redesigned rooms, but connecting with them in a way that is both humorous and relatable. We’re tapping into emotional territory for travelers while simultaneously showing them we’re not their grandfather’s budget motel.”
The spots debut today across major cable networks like TBS, HGTV, Food Network and CMT, as well as digital platforms. Expansion across radio and social is anticipated in the coming weeks.