The TRYP by WyndhamTM select-service hotel brand 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. This will be TRYP by Wyndham’s first new global marketing campaign since Wyndham Hotel Group acquired the brand last year from Meliá Hotels International of Spain.
The reintroducing the new website in English, Spanish, German, Portuguese and Brazilian Portuguese, means the brand now better accommodates travelers in key feeder markets and connects with its customers in their own language. Frequent website updates will feature brand promotions and offers aimed at consumers who shop online for urban hotels in key global cities.
Visitors to the site can enjoy the ease of sharing hotel information and offers available via social networking sites including Facebook and Twitter. With the site’s “Our Cities” section, visitors will be provided with a variety of travel tips, information on city hotspots and the best ways travellers allowing you to 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 to resonate with travelers around the world.
The campaign reflects extensive consumer research, which considered current consumer trends including what travelers expect from mid-priced hotels and what they see as the advantages of the TRYP by Wyndham brand. Based on 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 also 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, saying that TRYP by Wyndham is the kind of hotel brand with which they’d like to stay during their travels.
“By writing in a more naturalistic style we are able to better connect with our consumers on a more personal level,” said Daniel del Olmo, brand senior vice president of TRYP by Wyndham.
“Combining a unique look, font and photography, the creative brings a fresh, stylish twist to the select-service segment. And by promoting some of our key destinations in our ads, we’re proudly displaying that we are a solid brand, with hotels in cities where our guests want to go.”
Del Olmo also added that TRYP by Wyndham is “not a cookie-cutter hotel brand with generic offerings to suit everyone, but a brand with a passion for all the vibrancy and excitement that city life has to offer.”
“That passion about the city and about people is an
Integral part of our brand DNA, which is why we like to think of ourselves as one part experience and one part destination,” he continued.
The brand’s overall marketing efforts are designed to clearly convey the brand’s three core pillars: a cosmopolitan essence, given the brand’s prime urban locations in some of the world’s most attractive and cultural hotspots; Mediterranean flavor, celebrating the brand’s Spanish heritage; and energetic spirit, as a hotel brand that delivers relevant amenities and a service philosophy designed to ensure guests make the most of their experiences in the city.
Continuing its global expansion, the TRYP by Wyndham brand will introduce its first location in North America in the fall of 2011, this being the 173 room TRYP New York City Times Square South. Panama City, Panama, and Bogotá, Colombia, are amongst the locations in which the brand also expects to open hotels in later this year.
Offering signature family rooms, TRYP by Wyndham hotels feature large beds for parents and bunk beds for children. The hotel also includes specialty fitness rooms equipped with elliptical machines, treadmills, stationary bikes and complimentary fitness kits complete with workout outfits, exercise mats, mineral water and extra towels. Guests can enjoy TRYP by Wyndham’s signature breakfast each morning, a rich buffet that includes a wide variety of items with special emphasis on healthy and fresh ingredients.
The TRYP by Wyndham brand represents over 90 hotels and approximately 13,000 rooms across Europe and the Americas. The select-service mid-priced brand currently caters to business and leisure travelers in cosmopolitan cities including Madrid and Barcelona in Spain; Paris; Lisbon, Portugal; Frankfurt, Berlin, Germany; Buenos Aires, Argentina; Sao Paulo, Brazil; Montevideo, and Uruguay.