Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
With over 1,500 locations in over 20 countries, Days Inn by Wyndham is one of the largest, most well-recognized hotel brands in the world. Whether it’s small town or downtown, a trip with family or a getaway with friends, our hotels are close to a myriad of desirable locations and attractions. When developing a new creative concept, we grounded ourselves in this truth – Days Inn locations conveniently put guests close to the fun and action to make any trip even brighter. The creative goal was to marry the rational benefit of convenient locations with the emotional benefit of bringing people closer together.
The “Keep Your Hotel Close” campaign was developed to reinforce that no matter the reason you’re traveling, Days Inn will be there to help you Seize the Days. Whether you’re traveling to compete for that little league trophy, reuniting with your besties to rock out at an epic concert, or staying in town to work at the nearby job site, keep your hotel close to what matters most.
The objectives of this campaign include:
• Strengthen our brand positioning of making every day brighter and encourage travelers to “Seize the Days” by staying at a Days Inn near desirable locations and attractions.
• More closely associate the brand with Wyndham Rewards – the most generous hotel loyalty program as ranked by U.S. News & World Report, 2024.
• Reinforce Days Inn as a trusted brand by Wyndham.
• Maximize media impact to help drive awareness, consideration, and hotel bookings.
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 “Keep Your Hotel Close” campaign launched on March 11, 2024, across digital video, rich media, social media, and audio including key partners like YouTube, Google, iHeart, Pandora, Facebook, Instagram, and TikTok. With Wyndham Hotels & Resorts and Wyndham Rewards being the Official Hotel Partner and Official Loyalty Partner of Minor League Baseball, we also seized the opportunity to showcase our new creative video on the in-stadium video boards across 55 markets where there are nearby Days Inn properties to the minor league clubs. This garnered us more exposure at no additional cost.
The creative execution featured a diverse range of assets including one :30s video, two :15s cut downs, two :06s spots, various social media posts, and two audio spots. Each piece of the campaign was meticulously designed to resonate with our key target audiences from friends and family to blue-collar workers emphasizing how Days Inn helps make their stay seamless. We also communicate earning Wyndham Rewards points for every stay – a great way to strengthen the association to our generous loyalty program and reinforce Days Inn as a trusted brand by Wyndham.
The campaign yielded remarkable results:
• Awareness: Delivered 245 million impressions across digital and social channels.
• Engagement: Drove more than 23.2 million video completions, marking a 13% year-over-year increase.
• Consideration: Achieved more than 1 million site visits with a site visit rate (SVR) up 290% YoY across digital channels, and a strong social media SVR of 1.36% (76% above benchmark YoY).
• Conversion: Drove 1.1MM hotel visits directly attributed to the campaign.
View the campaign overview and creative assets here:
https://whg.box.com/s/l2jgnq77avdq7l1l3mocxtxf3kqkked6
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Please note that the campaign budget and revenue is confidential; however, this campaign’s measure of success was optimized to drive awareness and consideration delivering results that exceeded forecast. Overall, our media spend effectively delivered over 245 million impressions and over 1MM site visits while surpassing benchmarks and driving attributable hotel visits.
Entry Title
Days Inn “Keep Your Hotel Close” Campaign
Division
Digital - Video Multiple Channels