Helping a hospitality powerhouse grow from 15 to 23 brands.
- Ongoing Brand Development
- Creative Strategy
In 2014, Wyndham embarked on a major marketing overhaul. Our partnership began with a B2B advertising campaign to engage prospective franchisees and celebrate their incredible length of partnerships.
In 2015, we helped the Franchise Development team audit and capture all of their existing brand identities in brand books. With 15 standardized brand books, Wyndham was able to identify which brands needed a refresh or repositioning.
In 2016, we rebranded the iconic Travelodge hotel chain to more effectively express their key attributes and appeal to a younger generation. We developed a powerful new brand mantra, campaign, and hook, “Travelodge + GO,” and activated it consistently across property collateral, advertising, and marketing materials.
In 2016 we also helped the Brand Marketing team reposition Hawthorn Suites to highlight its flexible amenities and position the brand as a friendly, reliable extended-stay option. Since 2021, Hawthorne Suites has seen a 50% increase in its pipeline.
In 2017, we developed a new brand identity for Baymont Inn & Suites to activate their “hometown hospitality” story for a new consumer audience and unified collateral for franchisees. We also wrote, shot, and oversaw production of a national campaign. Since 2017, the brand has seen a 28% increase in properties across North America.
In 2018, we developed a distinctive identity from the ground up for Trademark Collection, a soft-branded portfolio of independent upper-midscale hotels. The end result was a solution that enabled hotel owners to maximize their personality while leveraging Wyndham’s scale and marketability. The Trademark Collection is currently the company’s fastest-growing brand, and since 2018, has seen a 73% increase in its global footprint.
In 2018 we also refreshed Days Inn, an iconic brand with great recognition but an outdated look and feel. We developed a bold and upbeat visual identity, updated tone of voice, and unifying guidelines that helped their team increase consumer awareness to 71% the following year.
In 2018, we also collaborated with AmericInn by Wyndham to optimize the brand’s positioning as America’s Welcoming Neighbor, and help them grow their national presence with a new look and feel. We developed a new creative campaign, executed it on-premise and off, and extended it to OOH and video. By 2019, 83% of the portfolio was new construction. Since then, the brand’s footprint has grown to 206 properties across the U.S.
Another big project in 2018 was a collaboration with Franchise Development on a new website to connect with potential franchisees and owners. We helped the team from start to finish, working on content hierarchy, copywriting and editing, infographics and icons, and overall design.
In 2019, we worked with the Brand Marketing team to launch their new hotel prototype. We completed a naming exploration, which culminated in “Moda,” and developed a comprehensive launch campaign. Since the successful March 2019 launch, more than a hundred hotel owners have signed on to build their properties using the new prototype.
In the early spring of 2020, we worked with the Brand Marketing team to develop a campaign to promote their COVID-19 health and safety protocols in their U.S. and Canada hotels. As the pandemic swept quickly through the world, competitors were already launching branded health and safety programs, so we moved quickly to develop a video and on-premise collateral that activated the campaign across all channels.
In 2020 we helped the Financial Partnership team refresh the Wyndham Rewards credit card program and launch a new Rewards credit card for small business owners.