August 19, 2015 TnH Global

Wyndham Hotel Group launches new loyalty programme

Wyndham Hotel Group recently announced the global launch of its groundbreaking new loyalty programme, Wyndham Rewards, with the debut of a multimillion dollar, integrated umbrella marketing campaign.

Conceived and produced in partnership with People Ideas & Culture’s Group Company CY&N by PI&C, Wyndham Rewards is investing $100 million in the new campaign, which stars Kristofer Hivju from “Game of Thrones” and “Force Majeure” and includes playful TV and radio spots, digital media assets and on-property collateral at more than 7,500 hotels worldwide. To celebrate, Wyndham Rewards is kicking-off a summer promotion where members can earn 3,000 bonus points after just one qualified stay, now until 7th September.

“We are thrilled to launch a marketing campaign that uses a fun, whimsical approach to show how simple and easy it is for members to earn and redeem the rewards they deserve across our portfolio of iconic brands,” says Josh Lesnick, executive vice president and chief marketing officer at Wyndham Hotel Group. “We are transforming the landscape of loyalty and launching the richest programme in the industry, rewarding our members with what they want most – a free night.”

THE WYNDHAM REWARDS WYZARD

A modern, colourful take on a timeless persona, the “Wyndham Rewards Wyzard,” played by Hivju, is an empowering, optimistic character that magically appears with his signature blue smoke to reward members during their travels. Through creative, imaginative vignettes, the Wyzard brings the simplicity and ease of the new programme to life and underscores the campaign’s core tenant and tagline, “You’ve Earned ThisSM.”

CY&N by PI&C produced the campaign and assembled a star team, including director Mike Maguire of MJZ who produced the TV shoot, noted costume designer and fashion stylist Mr. Gammon, and photographers Jill Greenberg and Todd Selby for the Wyzard and lifestyle photography. The Wyzard marks the first advertising character ever used by the company in an umbrella marketing campaign.

Debuting globally but with a focus on the U.S. and Canada, the campaign includes multiple TV spots along with significant investments in digital video, radio and unique social media content.

FREE NIGHTS HAVE NEVER BEEN THIS SIMPLE

The new Wyndham Rewards bucks the current travel industry trend of confusing reward categories by offering members a generous points earning structure along with a flat, free night redemption rate – the first of its kind for a major rewards programme.