On Tuesday the TRYP by Wyndham select-service brand launched a global marketing and advertising campaign and debuted 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 TRYP,” will be seen online and in print, and already is embedded in the brand’s website, hotel collateral and signage. It is the brand’s first global marketing campaign since Wyndham Hotel Group acquired the brand last year from Meliá Hotels International of Spain. The company is not disclosing the cost of the campaign.
“This is My TRYP” was created by Navigant, Miami, as part of a broad, multifaceted effort to market TRYP by Wyndham as a global cosmopolitan and 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.
“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 campaign brings a fresh, stylish twist to the select-service segment.”
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.
The brand will introduce its first location in North America in the fall of 2011, 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. Currently, TRYP by Wyndham represents over 90 hotels and approximately 13,000 rooms across Europe and the Americas.
“We are looking to grow TRYP properties in key urban locations across North America in markets such as L.A., Chicago, Philadelphia, Miami, New Orleans and additional properties in New York,” del Olmo said.
