Wyndham Worldwide last week debuted the first multibrand television and Internet advertising campaign for its hotel division, as the hotelier looks to boost exposure for its midprice hotels.
The Wyndham Hotel Group campaign, whose television and digital components launched May 12, highlights the broad lodging choices offered by its dozen brands, which include Travelodge, Ramada, Howard Johnson and the flagship badge.
The campaign, which is running in the U.S. and is narrated by actor John Goodman, also pitches Wyndham's loyalty program.
"People all over the world know us, but they don't yet know we're a family," Goodman says in one spot. "Twelve brands, more hotels than anyone else in the world."
Wyndham is looking to boost exposure for a division that represents about 20% of Wyndham Worldwide's revenue; vacation ownership and vacation rentals account for the remainder.
The campaign launched two months after Geoff Ballotti replaced Eric Danziger as CEO of Wyndham's hotels unit. Ballotti, who'd been running Wyndham's timeshare exchange and vacation-rental operations, had previously been head of Starwood Hotels' North America operations.
"As our brands appeal to all consumer segments, it was important to include them all in such an expansive promotion that will air throughout the busy summer season," Ballotti said.
Wyndham will use the campaign in part to trumpet its position as the world's largest hotelier by hotel count. Wyndham's 7,500 franchised hotels are more than Choice Hotels International's approximately 6,300 hotels, though Wyndham's room count of about 647,000 trails InterContinental Hotels Group, Marriott International and Hilton Worldwide by about 40,000 rooms each.
The multibrand campaign echoes that of Choice, which combined brands such as Comfort Inn, Quality and Clarion in a campaign that debuted in 2001.
Wyndham's campaign, which will air during episodes of shows such as "The Voice," "The Bachelorette" and "Dancing With the Stars," will run through late September.