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Wyndham Hotels and Resorts is making marketing a priority, and is launching an $8 million to $10 million ad campaign targeting Gen Xers in November that includes partnership deals with Cirque du Soleil and VTech.
The two-year deal with Cirque du Soleil will see jointly created ads and event presence such as signage and displays at Cirque shows, writes Brandweek. The VTech partnership will have some of VTech’s products stocked in family suites that are booked between Oct. 1 and March 31. Wyndham will also have fliers in boxes of VTech’s electronic games for the holiday season.
Marketing for Wyndham Worldwide dropped from $9.3 million in 2003 to $4.9 million in 2006, per Nielsen Monitor-Plus. Now, as marketing is being stepped up again, the hotel group is positioning the company as comfy and casual rather than restricted and stuffy, and is gearing it toward Gen Xers, who typically compose 25 percent of all business travelers and who tend to like luxury concepts with a distinct style. The campaign will also target families.
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