Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
At Baymont by Wyndham, we understand the comfort that comes from familiar, welcoming surroundings—even when you’re far from home. That’s why we offer more than just a place to stay; we provide simple, heartfelt hospitality that feels like you’re visiting a friendly neighbor. We welcome everyone—families, individuals, and even their four-legged companions—with open arms.
The “In Our Hometown” campaign was created to bring this message to life, celebrating the brand’s warm, hometown charm. Starring our 2023 Baymont Buddy of the Year, Meatball, and her family, the campaign highlighted Baymont’s unique ability to make guests of all generations feel right at home, pets included.
In 2023, we ran a contest to find our annual Baymont Buddy of the Year, creating excitement and engagement with pet-loving audiences. Meatball became the heart of our campaign, reinforcing the emotional connection our guests feel when they choose Baymont. The campaign rolled out seamlessly across multiple channels, including Linear TV, Connected TV, Digital Video, Audio, and social media, ensuring a broad and integrated reach.
Our campaign aimed to amplify brand awareness by highlighting Baymont’s signature warmth and hometown hospitality, appealing to travelers of all ages—especially pet lovers. By showcasing our inviting, home-like atmosphere, we strengthened Baymont’s position as a trusted Wyndham brand, leaving a lasting impression on both current and future guests. With its broad appeal, heartfelt storytelling, and seamless integration across channels, the “In Our Hometown” campaign reinforced Baymont as the go-to choice for a genuine, welcoming stay.
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 “In Our Hometown” campaign, launched on July 1, 2024, successfully engaged multigenerational families, parents with youth sports players, and pet owners. Running through August 31, 2024, with social media extending into October, the campaign showcased Baymont’s warm, hometown hospitality through a mix of 30- and 15-second videos, streaming audio spots, live reads, and social media content.
We maximized visibility with a comprehensive approach. Baymont featured prominently on family-centric TV, such as the Little League and Softball World Series, while streaming partnerships on ESPN aligned with major summer sports like MLB, WNBA, and College Football. Podcast integrations on top ESPN shows like The Mina Kimes Show highlighted our pet-friendly hotels. Cross-screen video ads on YouTube and a strong social media presence on Facebook and Instagram further extended our reach and deepened audience engagement.
The results speak volumes: the campaign delivered 156.8 million impressions across platforms, with 2.86 million video completions and a 40.53% completion rate. Over 102,000 site visits were driven by digital efforts, resulting in a 1.44% site visit rate. Social media drove an impressive 5 million impressions, resulting in 84,078 landing page views and a strong 1.68% site visit rate, surpassing the brand’s benchmark by 24.4%, further demonstrating the campaign’s exceptional performance in engaging and converting the audience.
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?
Although budget and revenue figures remain confidential, the "In Our Hometown" campaign delivered extraordinary results with both efficiency and impact. By seamlessly integrating engaging content across channels, the campaign significantly elevated Baymont’s visibility, cementing its position as a trusted, welcoming choice for travelers and their pets while leveraging our brand ambassador, Meatball. With over 156.8 million impressions, 2.86 million video completions, and over 100,000 site visits, the campaign excelled in capturing and engaging its target audience. Social media alone generated 5 million impressions, 84,078 landing page views, and a 1.68% site visit rate—outperforming the brand’s benchmark by 24.4%—highlighting its power to convert interest into action.
Entry Title
Baymont by Wyndham – In Our Hometown
Division
Integrated Campaign - Business to Consumer