New Marketing Campaign For Wyndham’s TRYP
The TRYP by WyndhamTM select-service hotel brand today announced the launch of a new global marketing and advertising campaign and the debut of the brand’s revamped consumer website – www.tryphotels.com – available in five languages: English, Spanish, German, Portuguese and Brazilian Portuguese.
The campaign, featuring the slogan “This is my TRYPSM,” will be seen online and in print and already is embedded in the brand’s website, hotel collateral and signage. It is TRYP by Wyndham’s first new global marketing campaign since Wyndham Hotel Group acquired the brand last year from Meliá Hotels International of Spain.
By reintroducing the new website in English, Spanish, German, Portuguese and Brazilian Portuguese, the brand now better accommodates travelers in key feeder markets and connects with its customers in their own language. The website will be updated frequently to feature brand promotions and offers aimed at consumers who shop online for urban hotels in key cities globally.
Visitors to the site also have the ease of sharing hotel information and offers via social sites including Facebook and Twitter. The site’s “Our Cities” section provides visitors with a variety of travel tips, information on city hotspots and the best ways travelers can take full advantage of the cities in which TRYP by Wyndham hotels are located.
The new “This is My TRYP” campaign, created by the brand’s marketing agency, Miami, Fla.-based Navigant, is part of a broad, multifaceted effort to market TRYP by Wyndham as a global cosmopolitan brand that resonates with travelers around the world.
The campaign reflects extensive consumer research, which considered current consumer trends including what travelers expect from midpriced hotels and already like about the TRYP by Wyndham brand. Based on the research findings, the marketing copy reflects colloquial verbiage used by its Gen X and Y target audiences as well as imagery that captures the notion of traveling throughout the world’s best-known cities. Campaign test results indicated that after seeing the new marketing campaign, two thirds of all test participants in the United States agree that TRYP by Wyndham hotels are located in “cool” cities and that TRYP by Wyndham is the kind of hotel brand with which they’d like to stay during their travels.
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