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Wyndham Breaks Down Barriers in its First Multi-Brand TV Campaign

@denschaal

May 13, 2014 7:00 am

Skift Take

We bet Howard Johnson and Knights Inn, among others, are grooving about the fact that they are getting some national exposure and airtime right alongside Wyndham Hotels and Resorts. Business travelers taking leisure trips with their families may discover new Wyndham brands, and they will build up their loyalty points just the same if they can give them a try.

— Dennis Schaal

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Wyndham Hotel Group

Wyndham's varied brands are captured in the above postcard, along with the message that the chain has "more hotels than anyone else in the world." About 7,500 properties at last count. Wyndham Hotel Group


Enough of turf wars and petty jealousies: Wyndham Hotel Group launched its first multi-brand TV campaign, featuring brands as disparate as Wyndham Hotels and Resorts and Baymont Inn & Suites among its dozen brands.

“People all over the world know us, but they don’t yet know we are a family,” goes one of the spots. “We are right where you need us. At the next job, at the next adventure or at the next exit. Helping you explore super destinations and everything under the sun.”

The pitch is for Wyndham Rewards and discounts up to 25%.

Developed by MMGY and with a voiceover by actor John Goodman, the spots began airing May 12 in prime time on national networks and cable channels, including ESPN, TBS and USA. The campaign will run through September 21.

Wyndham didn’t disclose how much it will spend on the campaign, which includes a digital component.

Are the commercials the most dynamic and thoughtful ever created? Absolutely not. But they attempt to build consumer awareness about the diversity of Wyndham’s brands, which include: Wyndham Hotels and Resorts, Ramada, Days Inn, Super 8, Wingate by Wyndham, Baymont Inn & Suites, Microtel Inn & Suites by Wyndham, Hawthorn Suites by Wyndham, TRYP by Wyndham, Howard Johnson, Travelodge and Knights Inn.

Wyndham obviously will assess how the ads do.

Following is one of the spots:

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