After developing Wingate by Wyndham’s new “Let’s Connect” positioning and creative refresh, NM+U was also engaged to create a media campaign that would serve two purposes: to increase direct bookings and traffic to the brand site while also generating additional brand awareness among the brand’s target audience.
In order to achieve the objectives of the campaign while working with the brand’s limited budget, it was crucial to really study the brand’s target audience and understand their consumption patterns. Because this campaign could not be approached with traditional marketing efforts, the focus would have to be on creative and cost efficient media options + a strong emphasis on tracking and evaluating results in real time, to allow for quick adjustments throughout the life of the campaign.
nm+u developed a targeted and comprehensive media plan that included digital placements, YouTube, Facebook campaign, and Pandora campaign/digital support. Due to the hyper-targeting and tracking focus throughout the campaign run, the results surpassed industry benchmarks in every category.