Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?Trademark Collection differs from traditional hotel brands that carry the same logo, brand identity across all properties. As a soft brand, our hotels retain their own character, spirit and vision, leveraging Trademark as a co-brand. To strengthen our collective brand recognition, our goal was to develop a consistent identity offering a unified look and feel signifying a common tie, while embracing properties’ unique identities and experiences. We needed a flexible solution for hotels unable to make substantial investments in implementing a new, formalized brand identity. We sought an elevated look reflecting our mid/upper-midscale status and stood out among upscale soft brand competitors. We refined our positioning, voice/visual system; solved for logo lock-ups with/without marks; offered co-branding guidance with property brands taking the lead and Trademark a supporting role; created banner ads; established guidelines to educate properties on how to refer to the brand in copy.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.Trademark is a lifestyle brand that skews leisure but also caters to a business traveler through group sales, meeting and convention spaces, free WiFi, etc. From a consumer perspective, while demographics play a role—men and women aged 20-50 with an average HH income of $70K-$100K—we hone in on a mindset, those with a propensity for travel and exploration, who embrace local flavor, culture, and distinct experiences yet still value the benefits of large chain offerings like loyalty programs. For this effort, our target audience was also independent property owners who value the flexibility of being a part of a soft brand with minimal standards so they can maintain their individuality yet have the backing of Wyndham’s global distribution and services. As key stakeholders, it is important to have their buy-in and demonstrate our support.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?We conducted an audit on competitor positioning, architecture, visual design and messaging (Tapestry, Ascend, The Luxury Collection, Autograph Collection). We researched trends in the travel and hotel industry as well as on consumers that stay at independent and boutique hotels. We leveraged insights from Wyndham Rewards member stays. Additionally, we evaluated property considerations as we refined our positioning and developed designs to determine what could best represent Trademark Collection's diverse portfolio and effectively gain property buy-in and alignment.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?Key message: Trademark consists of mid/upper-midscale hotels that maintain their own style and personality, allowing guests to find unique hotel experiences beyond the predominantly luxury soft-brand market. Positioning: Independence Redefined. An inspired network of independent hotels offering guests the opportunity to experience the destination on their own terms. Each hotel reflects its individual character, providing a memorable experience. With each stay, we invite our guests to leave their mark. Personality: Unique-an authentic sense of place specific to each locale. Independent-a focus on individuality and forging our own path. Character-we embrace distinctive travel experiences. Design: ample white space with a neutral color palette in grey, ink and an occasional pop of turquoise; map textures speak to travel, exploration; frame device inspired by instant photos signifies capturing memories; angle device mirrors the dip of “M” in “Trademark” and draws eye to relevant content.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

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.The brand identity was formally announced and launched in Q1 2019. We rolled out new display banner ads for direct response efforts and sponsored ads via social media. So far, we’ve seen the following results: • Brand Awareness: +1 percentage point Q1 2019 v. Q2 2019 • Occupancy: + 3.1% YOY • Search Volume Lift: +10% 1H YoY (Jan-Jul 2018 v. Jan-Jul 2019) • Search & Display bookings: +0.4% • Paid Search: +13% YoY

Research, Planning and Implementation
What research was conducted prior to planning the initiative? Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts. Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication
What were your key messages? How did you differentiate your messages? What was the purpose of the communications? How did you communicate your actions to the target audience? What other stakeholders or media did you approach for assistance?

Results and Impact
What results had the greatest impact on your target audience? What results were directly tied to the HSMAI Foundation Mission? Which of your original goals was achieved? Please comment on the process and the outcomes. What measures were used to determine success? How was the data collected? What is the status of the initiative now – will it continue? Was it effective? Will it be used continuously? Will you help others use the initiative to help the industry meet its needs for exceptional talent? How?

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

Entry TitleTrademark Collection by Wyndham Brand Positioning

DivisionAdvertising

Sub-categoryAdvertising Campaign

CategoryREPOSITIONING-Consumer/Group Sales/Travel Trade

Classification