DALLAS Wyndham International has debuted its new $30 million ad campaign featuring three, 30-second television commercials highligting the companys ByRequest guest recognition program. The company is seeking to distinguish itself from other full-service, upscale lodging brands by emphasizing that it pampers visitors with personalized drinks, snacks and magazines in guestrooms. The commercials were created by Kirshenbaum Bond & Partners.
“I don t think there was anything specific that people could recall about Wyndham,” said Andrew Jordan, svp/marketing. “I think we got lumped into a category of Wyndham, Westin and Hyatt, and we were all interchangeable.”
Wyndham s CEO Fred Kleisner said that as the economy begins to slow down, brand distinction is a key driver, and he believes this program will aid in differentiating Wyndham. Wyndham chose the Kirshenbaum Bond agency because of its brand work on behalf of Revlon, Target and Kenneth Cole. (2/20/01)
SOURCE:Wall Street Journal