Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
With over 900 hotels across 65+ countries, Ramada by Wyndham offers endless opportunities for travelers to sample the world. While the pandemic temporarily halted international travel, in the summer of 2022, parts of the world were beginning to show signs of real recovery. With the largest global footprint of any Wyndham brand, Ramada set out to create a campaign that would only put it and its global portfolio in the spotlight as the international recovery took hold. In October 2022, Ramada created the ultimate dream job: The “Chief EATS Officer” (CEO), for one lucky foodie to travel around the globe to help the brand uncover and share some of the world's best culinary and cultural delights, staying of course at Ramada hotels along the way. The trip would take the new CEO to every every major region where Ramada operates. Best of all, in addition to free global travel, the job would come with a $10,000 pay-day. To enter, candidates would need to submit a brief video application via TikTok (an emerging social channel for Ramada which the brand one month prior had started integrating into its larger social strategy) outlining why they were the right fit for the role.
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)
- Over 120 applications submitted - The campaign garnered over 135 earned media placements globally across online, broadcast and social, totaling 1.7 billion impressions. - The dream job made headlines in publications like Forbes, TripSavvy, The List, Travel + Leisure, Travel Noire, among others. - Franchise owners reported positive onsite conversations and inquiries as a direct result of media buzz. - The campaign helped drive a 2.4% YOY increase in visits to
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 surpassed all brand benchmarks.
Please select a budget range for actual budget including any agency fees.
Entry Title
Ramada by Wyndham - Chief Eats Officer
Public Relations/Communications - PR Campaign Consumer
Public Relations/Communications
Entry Award: