Wyndham Readies Tryp Brand Intro In U.S.
Wyndham Hotel Group is launching a global marketing campaign for its Tryp brand as well as the debut of the brand's revamped consumer Web site.
The revamped site, www.tryphotels.com, is available in five languages: English, Spanish, German, Portuguese and Brazilian Portuguese.
Featuring the slogan "This is my Tryp," the campaign will be seen online and in print and is already embedded in the brand's Web site, hotel collateral and signage. It is 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 brand will introduce its first location in North America in the fall, the 173-room Tryp New York City Times Square South. The brand also expects to open hotels in Panama City, Panama, and Bogotá, Colombia, later this year.
By reintroducing the new Web site in several languages, the brand hopes to better accommodate travelers in key feeder markets and connect with its customers in their own language. The Web site will be updated frequently to feature promotions and offers aimed at those who shop online for urban hotels in key cities globally.
Visitors to the site also can share hotel information and offers via social sites, including Facebook and Twitter. The site's "Our Cities" section provides them with a variety of travel tips, information on city hotspots.
The new "This is My Tryp" campaign, created by the brand's marketing agency, Miami-based Navigant, is part of a broad, multifaceted effort to market it as a global cosmopolitan brand that resonates with travelers around the world.
The campaign reflects extensive consumer research, which considered current consumer trends, including what travelers expect from mid-priced hotels. Based on the research findings, the marketing copy reflects 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.
Test results indicated that after seeing the new marketing campaign, two-thirds of participants in the United States agree that Tryp by Wyndham hotels are located in "cool" cities and that Tryp by Wyndham is the kind of hotel brand they'd like to stay with during their travels.