Male Millennial, Gen-X Opps: Wyndham Hotels & Resorts announces new AOR (Score 36)

Sales lead: Reach out to offer ad space & inquire about agency opportunities.

• Wyndham Hotels & Resorts appointed Tom, Dick & Harry Creative as AOR in May 2023.
• The agency will handle creative and strategy for the company's loyalty program, Wyndham Rewards.
• Its first campaign is reportedly scheduled for Q2. 

Target demographic: Gen-Xers & millennials with a male skew

The company will likely: 

• Ramp up promotional activity for the loyalty program
• Increase ad spend
• Seek additional agency support 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Wyndham spent about $7.1m on national TV ads YTD, a huge jump from $1.2k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped 36% from $139.6k in 2021 to $89.1k in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, Diners, Drive-Ins and Dives, The First 48, NHL Hockey, and MLB Baseball. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Wyndham spent around $1.5m on digital display ads YTD, the same amount it spent during the same time period of 2022. 
• YTD data: 221m impressions via Facebook (44%), desktop display (23%), YouTube (22%), Instagram (7%), mobile display (3%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend fell by 37% from $10.6m in 2021 to $6.7m in 2022. 
• Ad location: It placed 79% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, milb.com, and aaa.com. It placed 21% of these ads through multiple indirect channels onto sites such as expedia.com, msn.com, hotels.com, diply.com, and prosportsdaily.com.

Additional channel insights  

• Vivvix: Wyndham also invests in OOH, print, and local broadcast. 
• Top podcasts sponsored: Cautionary Tales with Tim Harford, Verdict with Ted Cruz, The Filmcast (AKA The Slashfilmcast), Waddle & Silvy, and Harris Fantasy Football Podcast. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so reach out now to be top-of-mind. 
• Current roster:
  • Mediahub Global Boston: media AOR
  • Citizen Relations: PR AOR
  • WillowTree, Inc.: digital
  • Tom, Dick, & Harry Creative Co.: creative AOR
  • In-house: media