PARSIPPANY, NJ—Wyndham Hotels & Resorts has launched a new integrated marketing campaign connecting its portfolio of brands like Super 8 by Wyndham, Days Inn by Wyndham, La Quinta by Wyndham, and Wyndham—all of which are linked by the Wyndham Rewards loyalty program—and highlighting its multitude of accessible destinations for every travel occasion. This is the company’s first campaign of its kind since it became a pure-play hotel franchising and hotel management company in June 2018.
The campaign will emphasize the extensive breadth of the company’s locations and its family of brand flags across the country, informing travelers they’re likely only about 10 minutes away from a hotel by Wyndham no matter where their travels take them, according to the brand.
Conceived in partnership with global advertising agency DDB and produced by Stink Films, the U.S. campaign visualizes relatable travel scenarios—from visiting a child at college, to traveling for business, and taking the family on memory-making vacations—which everyday travelers experience.
“With price and proximity being key factors for everyday travelers making hotel decisions, Wyndham’s wide-ranging cache of locations from economy through upper-upscale accommodations provide trusted accommodations and a warm Wyndham welcome waiting for travelers wherever they need it, no matter their budget or reason for traveling,” said Lisa Checchio, chief marketing officer, Wyndham Hotels & Resorts. “This campaign represents our continued steadfast mission to make hotel travel possible for all, bringing attention to the significant value and varied offerings Wyndham brings, including the world’s most generous hotel rewards program in Wyndham Rewards.”
Debuting ahead of the busy summer travel season and running into September, Wyndham’s new campaign can be seen on television, online streaming and digital video, video-on-demand, mobile, streaming and terrestrial radio, social media and digital channels. Top-performing programming includes live sports, morning news and primetime viewing on networks like Food Network, Travel Channel, HGTV, TBS, Comedy Central and ESPN.
The Power of Unified Brands
Wyndham embarked on its journey to unite its 20 hotel brands more seamlessly one year ago when it announced plans to designate its signature economy and midscale names, like Travelodge, Baymont, Trademark Collection and Ramada, with the “by Wyndham” hallmark, driving guest trial and awareness and reinforcing the power of Wyndham Rewards.
Wyndham’s research has shown that nearly 45% of consumers “feel better” about an endorsed brand, and almost one-third expect a better quality experience. Wyndham had already seen this effect on several of its existing brands that have carried the “by Wyndham” moniker for years, including Wingate by Wyndham and Microtel by Wyndham. For Wingate, the addition of “by Wyndham” in 2007 significantly increased brand awareness, and Microtel experienced a steady increase in RevPAR performance compared to the industry.
The endorsement effort also connected the company’s diverse franchise owners, made up of more than 5,900 hoteliers around the world, under a common mission and name.
Checchio added, “By embracing and presenting the combined power of our brands through efforts like this new integrated campaign, we’re validating our commitment to the owners who faithfully partner with us; we’ll continue leveraging the size, scale and strength of Wyndham to drive increased awareness, familiarity and consideration for the company and our brands, with the objective of bringing more guests through hotel doors.”