Project Description

Project Description

TRYP Hotels was a legacy Spanish hotel chain competing in the upscale limited-service segment, with nearly 100 hotels across 60 cities worldwide. In 2010 the brand joined the Wyndham Hotel Group.

The agency was tapped to help re-invent the brand from a virtually unknown brand into a vibrant, fast-growing city centric brand, and to help craft a value proposition to grow bookings as well as new hotels.

Strategy 100%
Print 95%
Digital 90%
B2B 75%
Branding 100%

NM+U partnered with Wyndham Worldwide during the entire re-invention process which included:

  • Comprehensive consumer research to identify the essential product offerings and their appeal to potential guests.
  • Site visits and team leadership meetings to gain a full understanding of current brand attributes and inherent strengths.
  • Joint meetings with interior design and architectural teams crafting new design prototypes for future properties.

The key challenge was to develop a strong, relevant and differentiating value proposition for TRYP while leveraging any core attributes existing in the brand, and develop a strong positioning statement along with a branding campaign to bring these attributes to life. A second key challenge was to determine the best approach to renaming and re-branding the chain, from TRYP Hotels to TRYP by Wyndham.

The new brand campaign was developed in four languages: English, Spanish, Portuguese and German and was based on the theme “Own the City” which supported the concept of a city centric hotel chain with locations in some of the world’s most happening cities and with a staff of experts ready to empower you to own the city with TRYP.

Additionally, due to the scattered nature of the properties, we were tasked with the development of a comprehensive multi-language Intranet designed to support properties across the world with their marketing initiatives and with the development of a myriad of marketing tools including collateral materials, sales presentation and a whole range of in-house items that embody the brand’s Own the City positioning.

Design Sample Details