Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
La Quinta by Wyndham set out to deliver hospitality that works as hard as its guests do, and with this integrated campaign, we aimed to speak directly to our “Grounded Go Getters”—the midweek travelers who are actively engaged in their work, whether it's nursing, teaching, or building. They don’t work from home; they are out in the world getting things done. "Tonight La Quinta. Tomorrow You Shine." became a rallying cry for these hardworking professionals, providing them with the tools to prepare, relax, and conquer the next day.
With this creative, we leaned into La Quinta's historical strength—humor—while showcasing essential amenities like free breakfast, Wi-Fi, and fully-equipped fitness centers. Our goal was to reinforce our brand positioning, boost La Quinta’s consideration, and grow midweek bookings through a smart mix of traditional and digital media. Every element of this campaign was built with our audience in mind, ensuring they see themselves reflected in our messaging and our properties.
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 "Tonight La Quinta, Tomorrow You Shine" campaign exceeded expectations, driving exceptional brand engagement and booking intent. As of August 31st, with only a few months of the campaign underway, we delivered over 259.2 million impressions across all platforms—a staggering number that demonstrates the widespread reach of our message. Our 90.64% video completion rate reflects not only engagement but also a 29% improvement over our previous campaigns, showcasing the compelling nature of our content.
We successfully drove 375,516 site visits, representing a +74% increase over our 2023 benchmarks, with a 0.29% site visit rate. More importantly, we saw tangible results in brand lift, as favorability jumped by +5 percentage points (+11% year-over-year), and purchase intent rose by +7.1 percentage points, reflecting how well this campaign resonated with our core audience.
On social media, the campaign flourished, generating a remarkable 321,064 landing page views, leading to a 1.04% site visit rate. These metrics speak to the success of our multi-platform approach, reaching the Grounded Go Getters across every major channel they consume.
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?
While our budget and revenue figures are confidential, the campaign delivered an impressive 259.2 million impressions across all platforms, showcasing the vast reach of our message. With a 90.64% video completion rate—a 29% improvement over previous campaigns—it effectively captivated our audience. We drove 375,516 site visits, a 74% increase over 2023 benchmarks, with a 0.29% visit rate. Brand lift was tangible, with favorability up by 5 percentage points (+11% YoY) and purchase intent rising by 7.1 points. On social media, the campaign thrived, achieving 321,064 landing page views and a 1.04% site visit rate, highlighting the power of our multi-platform strategy in reaching and resonating with Grounded Go Getters across key channels.
Entry Title
La Quinta by Wyndham - Tonight La Quinta. Tomorrow You Shine.
Division
Integrated Campaign - Business to Consumer