Having built a reputation as the go-to hotel experience with Baby Boomers, Days Inn Worldwide needed to reach a younger audience in a way that wouldn’t alienate their core audience. That meant crafting a new brand positioning and a social media presence that would engage younger travelers and ensure long-term fiscal growth.
We modernized the brand with a new “Live life UP!” campaign featuring singer-songwriter Jess Penner. We extended the campaign with a new Facebook page launched with a “Turn UP Take OFF” sweepstakes. The sweepstakes included an interactive game starring Jess Penner driving the grand prize, a Ford Mustang Convertible, across the U.S. Beyond gaining followers, we were also looking to increase Days Inn’s loyalty club membership—Wyndham Rewards. As the new brand ambassador, Jess Penner attended the national conference where franchisees were able to meet her and get an autographed CD.
The six-week Facebook promotion generated over 60,000 followers and 15,000 new Wyndham Rewards members.