Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The goal for this campaign was to create a buzz worthy moment, driving awareness and consideration for both Wyndham Rewards and the newly launched Wyndham Golf Collection. In addition, the campaign aimed to underscore the core tenants of Wyndham Rewards, notably the program's simplicity and generosity. Overview As WFH became the new normal, meetings were meshed with a quick “gym sesh” and calls were taken from the couch. Bleisure travel has continued post-pandemic, where the lines between work and personal time are still very much blurred. To bring attention to Wyndham Rewards’ vast collection of Golf properties and create media buzz ahead of the Wyndham Championship – Wyndham’s biggest sponsored golf event of the year – WR capitalized on this trend in a clever way. The result, The Wyndham Rewards Cubicle Caddie: A first-of-its kind tricked out golf cart designed to help golfers worry less about being away from their desk and more about missing par. Available exclusively to Wyndham Reward members at select Wyndham Golf Collection courses nationwide throughout the summer, carts were available for members to rent for free during their tee time, showcasing the generosity of Wyndham Rewards. Each cart was wrapped in an exclusive design, embodying business, and leisure, highlighting the included golf collection locations. This cart's gadgets are designed to make it easier to navigate any workday from the green and were equipped with a laptop and phone stand, high-speed WiFi, noise-cancelling headphones, a retractable green screen with uncannily convincing office backdrops, emergency business blazer and even an escape button designed to strategically “interrupt” any meeting that need to quickly end. Wyndham announced the launch with the help of spokesperson Jason Tartick, an avid golfer and entrepreneur known for his popular business podcast, Trading Secrets and time with the Bachelor franchise.
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)
• As a result of the campaign, Wyndham Rewards secured coverage in over 50 outlets such as E! Online, Us Weekly, Medium, In the Know by Yahoo, Authority Magazine and more. Broadcast coverage included Fox & Friends, Denver’s Mile High Living and Tampa Bay’s Morning Blend, among others. • In total, the campaign resulted in nearly 5 billion earned media impressions across online, broadcast and social. • The campaign helped drive a 4.1% increase in YOY traffic to vs. the same time in 2022. • A post from Jason Tartick on Instagram to his 877K followers, generated over 13,000 likes alone while the campaign as a whole drove an add'l 17.9K organic shares across social media.
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?
This campaign exceeded the goals outlined above. While not intended to be revenue driving, it outpaced brand benchmarks across earned media, social and digital performance.
Please select a budget range for actual budget including any agency fees.
Entry Title
Wyndham Rewards - The Cubicle Caddie
Public Relations/Communications - PR Campaign Consumer
Public Relations/Communications
Entry Award: