After winning an open RFP process, Wyndham Hotel Group selected VRX Studios to lead a comprehensive brand refresh for more than 524 properties in the EMEAI (Europe, Middle East, Africa, India) region. The priority was to create a fresh set of imagery and drive better brand consistency for this diverse array of properties and destinations.
The overall content strategy aimed to create a stronger visual identity for each property and its respective Wyndham brand. As well, the content would work to increase the property’s perceived value and tap into local and regional markets, while aligning with Wyndham’s established brand standards. VRX used its strong pedigree in planning, execution and premium photography to design and execute the approach.
Beyond the content considerations, the project demanded a comprehensive roll out and logistics program to address the needs of 524 properties, across 33 countries, and 17 languages, in a 13-month time span.
Careful planning and succinct logistics considered not just the individual readiness and communication of each property, but also real-world contingencies of climate, culture, accessibility, and ongoing safety concerns in several regions. Amidst security breaches, VRX photographers were safely extracted from potentially harmful zones in less than two-hour notice.
Managing 524 shoots in 377 days involved 16 photographers shooting onsite more than 1,400 days and delivering a total of 11,528 final stills. The result was a very consistent and elevated set of content that was carefully curated to commensurate with each property’s unique profile and offerings. The content helped build the value and reputation of each property, as well as their respective brands - strongly positioning them as the market leader among their competitive set. The program helped deliver a yield increase in the double digits and a significant raise in ADR. It also more than tripled the amount of time consumers spent on the brand website, resulting in faster booking decisions. VRX continues to shoot all new Wyndham openings in the EMEAI region.
