Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Super 8 by Wyndham hotels across North America have undergone a multi-year major transformation, investing more than $100 million in renovations to elevate our guest rooms. Gone are the floral bedspreads, cookie-cutter designs and vanilla stylings of yesteryear and in their place, modern bedding, sleek furnishings and hyper-local, black and white art. Every day, thousands of guests check-in to our hotels looking for something a little different, especially groups of friends traveling on a budget, a young family in need of space or construction workers sharing a room with members of their crew. These guests want a room that was built and designed with an understanding of their needs. One that functions like a traditional hotel room, but also gives them space to be social. As a continuation of our hotel owner’s investments, our goal was to offer a creative solution to the rising needs of guests looking for shared space while seamlessly aligning with Super 8’s new design aesthetic. Introducing ROOM8 (pronounced roommate), our first-ever shareable concept room specifically designed to seize the trend toward multi-guest in-room experiences. Super 8 launched a national competition – the ROOM8 Design Challenge – seeking designers from college students across the country – because who knows co-living better than those who have spent years doing it? Centered on re-imagining a traditional suite, the challenge looked to bring a fresh perspective to shared hotel accommodations and invited creative applicants to submit original design renderings for the ROOM8 room concept. The winner had the opportunity to refine and evolve their initial design alongside interior designer and TV personality Alison Victoria, followed by a trip to New York City to unveil the final design and received a $10,000 design fee plus Wyndham Rewards® Diamond membership. The final concept was brought to life with Wayfair Professional products before being piloted at select hotels across the U.S.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The ROOM8 Design Challenge successfully launched from June 20, 2019 to July 20, 2019. After sorting through all the qualified submissions, we chose the winning design by Candice Buttars of Utah State University. The winning design features a fun social space, sleek entertainment area, signature Super 8 aesthetics, playful touches, and bunk beds to accommodate four or more guests. After being unveiled to the media in September along with our franchisees at our annual Global Conference, ROOM8 has successfully entered the pilot stage at our Super 8 by Wyndham Mahwah property with others on the way. Our success measures included awareness and engagement metrics. The results: • 50+ contest submissions. • Nearly 460 MM earned media impressions across 80 earned placements. • Social media posts received 2.8MM impressions, 840,000+ engagements and over 13,000 link clicks. • Website landing page received over 25,000 visits. In addition to our awareness and engagement metrics, the ROOM8 room also helps increase guest satisfaction along with driving incremental revenue opportunities for our franchise owners. To learn more about ROOM8, please visit: Feel free to view our PR campaign overview and campaign assets enclosed with our submission and also available here:
Entry Title
Super 8 ROOM8
Public Relations - NEW OPENING/LAUNCH
Public Relations
Entry Award: