PARSIPPANY, N.J. — Wyndham Hotel Group announced, in mid-July, the Canadian launch of its new loyalty program, Wyndham Rewards, with an integrated umbrella marketing campaign.
Conceived and produced in partnership with People Ideas & Culture’s Group Company CY&N by PI&C, the campaign, which stars Kristofer Hivju from “Game of Thrones” and “Force Majeure,” includes playful TV and radio spots, digital media assets and on-property collateral at more than 7,500 hotels worldwide. To celebrate, Wyndham Rewards is kicking off a summer promotion where, until Sept. 7, members can earn 3,000 bonus points after just one qualified stay.
As part of the campaign, the Wyndham Rewards Wyzard, played by Hivju, is an optimistic character who magically appears with his signature blue smoke to reward members during their travels. Through vignettes, the Wyzard brings the simplicity and ease of the new program to life and underscores the campaign’s core tenant and tagline, “You’ve Earned This.”
CY&N by PI&C produced the campaign and assembled a star team, including director Mike Maguire of MJZ who produced the TV shoot, noted costume designer and fashion stylist Mr. Gammon, and photographers Jill Greenberg and Todd Selby for the Wyzard and lifestyle photography. The Wyzard marks the first advertising character ever used by the company in an umbrella marketing campaign.
The campaign includes multiple TV spots on cable networks such as ABC Family, ESPN and TBS, along with significant investments in digital video, radio and unique social media content.