Wyndham Hotels & Resorts

TRYP Brand Development

TRYP By Wyndham is a is lifestyle limited-service hotel brand with properties across the Americas and Europe, as well as a growing presence in other global markets. TRYP properties are typically city-centric and provide guests with a convenience base from where to explore the city.


The brand engaged nm+u to develop a comprehensive creative strategy and messaging platform to support its new positioning. Additionally, nm+u was asked to clearly highlight the brand’s key selling attributes including their global flair, their well-situated city properties and the brand’s incorporation into the Wyndham Rewards loyalty program.


nm+u conducted a comprehensive analysis of the brand, the audience and its competition to identify a truly differentiated way to bring the brand’s positioning to life. The resulting creative platform, centered under the tagline “POWERED BY THE CITY,” highlights a collection of inviting city-centric properties that provide contemporary accommodations and inviting social spaces with vibrant and dynamic elements

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