Adrian Awards 2019
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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:
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
Entry Title
Trademark Collection by Wyndham Brand Positioning
Division
Advertising
Sub-category
Advertising Campaign
Category
REPOSITIONING-Consumer/Group Sales/Travel Trade
Classification
Entry Award:
Silver