Wyndham launches new loyalty program and umbrella marketing campaign

Wyndham Hotel Group launched its new loyalty program, Wyndham Rewards, alongside the debut of a multi-million-dollar, integrated umbrella marketing campaign.

Conceived and produced in partnership with People Ideas & Culture’s Group Company CY&N by PI&C, Wyndham Rewards is investing $100 million in the new campaign, which stars Kristofer Hivju from “Game of Thrones” and “Force Majeure,” and includes playful TV and radio spots, digital media assets and on-property collateral at more than 7,500 hotels worldwide.

CY&N by PI&C produced the campaign and assembled a team, including director Mike Maguire of MJZ who produced the TV shoot, costume designer and fashion stylist Mr. Gammon, and photographers Jill Greenberg and Todd Selby for the Wyzard and lifestyle photography. The Wyzard marks the first advertising character ever used by the company in an umbrella marketing campaign.

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Debuting globally but with a focus on the U.S. and Canada, the campaign includes multiple TV spots on cable networks such as ABC Family, ESPN and TBS, along with significant investments in digital video, radio and unique social media content.