Advertising & Branding
Microtel Inn & Suites by Wyndham:
“Designed for a Better Hotel Stay”
With its need to differentiate itself from other hotels in the economy segment, Microtel turned to Berlin to create its new branding and tagline: Designed for a Better Hotel Stay.
The centerpiece of the branding campaign is a 30-second television commercial that playfully explains the consistency of Microtel, versus other economy hotels: Each Microtel is built to be a Microtel, so guests experience the same great accommodations and free amenities at every location.
Berlin also helped Microtel reinforce the brand with two separate online promotions: “Design Your Perfect Getaway,” in which entrants “designed” their own vacation for a chance to win it, and “Designed for a Great Year,” a post-holiday sweepstakes and instant-win game that inspires entrants by giving them a chance to complete a famous inspirational quote with one of several choices, or with their own creative wording.
“Designed for a Great Year” exceeded brand objectives in almost every measurable category, making it the most successful Microtel social media effort to date.