PARSIPPANY, N.J.—Wyndham Hotel Group today announced the global launch of its new loyalty program, 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 Sept. 7.
“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 program in the industry, rewarding our members with what they want most—a free night.”
The “Wyndham Rewards Wyzard,” played by Hivju, is an empowering, optimistic character who 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 program to life and underscores the campaign’s core tenant and tagline, “You’ve Earned This.”
CY&N by PI&C produced the campaign and assembled a team that included director Mike Maguire of MJZ, who produced the TV shoot, 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 United States and Canada, the campaign includes multiple TV spots on cable networks such as ABC Family, ESPN, and TBS, along with significant investments in digital video, radio, and social media content.
The new Wyndham Rewards offers members a generous points earning structure along with a flat, free night redemption rate. Go Free: With 15,000 points, members can redeem a free night at any of the program’s more than 7,500 hotels globally with no blackout dates. Go Fast: Members who want to redeem their points sooner or stay longer for less can book a night at available hotels for 3,000 points plus cash. Go Get ‘Em: For every qualified stay, members now earn 10 points for every dollar spent or a minimum of 1,000 points per stay, whichever is more.