Wyndham's New Ad Blitz: 25 Brands, 1 Message

The world's largest hotel franchisor wants its guests to think "I am a Wyndham person" rather than "I am a Super 8 person who sometimes stays at other random hotels."

Wyndham on Wednesday launched a new multi-million dollar ad campaign — its first to promote all 25 of its hotel brands and its loyalty program under one tagline.

The "Where There's a Wyndham, There's a Way" campaign marks a shift for the world’s largest hotel franchisor, which has typically marketed its brands, like Super 8 and La Quinta, separately.

It's also the result of hiring a new ad agency and adapting new marketing techniques to reach customers in an era of AI-based disruption to travel search.

The campaign will serve as the foundation of its consumer messaging for years, not just a single campaign, said Marissa Yoss, vice president, brand marketing and paid media.

The campaign emphasizes what Wyndham calls "grounded storytelling" over polished travel imagery. One ad shows a young aunt racing to make her niece's graduation and then helping