Wyndham Hotels & Resorts aims to shine a spotlight on its full complement of 25 global hotel brands and loyalty programs with its latest ad campaign, “Where There’s a Wyndham, There’s a Way.”
Developed by creative agency Annex 88, the :30 hero spot showcases how the brand supports meaningful travel with tangible benefits in an entertaining and relatable narrative.
The campaign spans broadcast, connected TV, social media, digital video, display, audio, and out-of-home platforms.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the spot.
The Details:
- The new :30 “World’s Greatest Aunt” earned above-norm response from American consumers through a combination of Attention-getting and Likeable characters and easily relatable storytelling:
- Viewers saw something new/a Change in direction in the spot, with seven in ten easily recalling the Wyndham brand (unaided) after a single view. Information and Relevance were also exceptionally high, placing in the top decile of ads.
- The creative conveyed Value and enjoyed broad appeal across age/gender, leading to an above-norm (hotel ads over the past 90 days) 56% indicating positive consideration (+7 pts vs benchmark).
- Viewers saw something new/a Change in direction in the spot, with seven in ten easily recalling the Wyndham brand (unaided) after a single view. Information and Relevance were also exceptionally high, placing in the top decile of ads.
- The new Wyndham spot compared favorably to other non-tropical/beach hotel ads released over the past 90 days:
- Viewer comments on “World’s Greatest Aunt” reflect the engaging and wholesome nature of the creative, as well as the awareness it brought to the brand for some viewers who stated their increased interest. The visual demonstrations of the brand in the ad were impactful and effective.
Sample comments on “World’s Greatest Aunt” :30
“The slogan at the end actually made me laugh, I love that kind of stuff. Also, I love the character and her funny interactions. It’s the perfect amount of talking, she’s very charming. The slogan though? Amazing. I wanna stay there just because of that. I love puns. It’s so clever.”
Female 21-35
“I didn’t realize Wyndham had that many different hotels and resorts. That makes me think more of them and possibly use them more often on my personal travels.”
Male 50+
“It really just shows me all the brands that are under the same umbrella, and it looks and feels so good that I want to pack and leave for the airport.”
Male 36-49
“Literally thought it was a new show they were advertising and I was interested! Think it was great.”
Female 36-49
“I like that the ad featured the importance of extended family and a busy single woman showing up for her family. Lots of women travel alone, so this is very relatable.”
Female 36-49
“They have unique hotel rooms that immediately caught my attention for the brand and made me want to learn more about it going forward.”
Male 21-35
“It was a bit funny, relatable (at least for me), and showed someone traveling and having a good time with a place to stay and relax.”
Female 50+
“It made me see how reliable the company is for a quality room at an affordable price.”
Female 36-49
- While “World’s Greatest Aunt” resonated well with a broad audience, it was particularly effective among viewers under 50, relative to many of the competitive ads:
- A Marriott :15 (“Find the Best Hotel”) touting over 30 hotel brands under the Bonvoy umbrella sparked very similar levels of consideration as the newest Wyndham creative.
- However, legibility of the corner logo could be improved to cement Wyndham recall among a larger portion of viewers and support follow-through on the strong professed intent.
- A Marriott :15 (“Find the Best Hotel”) touting over 30 hotel brands under the Bonvoy umbrella sparked very similar levels of consideration as the newest Wyndham creative.
- From a connection standpoint, Hilton’s “Cramped” achieved reactions through a common family hotel scene (with messaging that resonated well) while the Marriott spot engaged via a range of hotel stays with Cinematic and Soothing visuals:
- Choice continued to rely on Keegan-Michael Key.
- Second-by-second trace reflects the highly engaging nature of the storytelling in “World’s Greatest Aunt,” with the new Wyndham :30 outpacing each of the competitive “non-beach” ads examined:
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Creative Agency: Annex 88