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Special Project

Special Project
From the 11th Annual Shorty Awards

ROADM8 – The Ultimate Road Trip Companion

Finalist in Hospitality

Entered in Multi-Platform Campaign, Branded Content


A great vacation starts with a super road trip. And you can't have a super road trip without super road mates. We should know…because that's what we've been, it's what we are, and it's why we'll always be a super ROADM8.

Highlighting more than $100 million in renovations at its hotels across North America, Super 8 by Wyndham®—the world's largest economy hotel brand and trusted roadside companion—debuted "ROADM8," the first-ever concept car inspired by the hotel's guest room redesign at the 2018 New York International Auto Show.

Our goal was to celebrate Super 8's hotel redesign and position Super 8 as a trusted roadside companion and leader in the economy lodging space. With the largest redesign in brand history, we were eager to market it in a big way. We set out to think outside the box and find a way to have people interact with the new hotel rooms in a fun and unexpected way. Finally, a set of wheels that goes room, room!

Strategy and Execution

With hotels conveniently located off of every major highway, bringing the best of hotel amenities to the open road through Super 8's ROADM8 was a natural fit. Pulling its style and amenities straight from the brand's newly refreshed and elevated rooms—think bedding turned upholstery, a nightstand turned dashboard accent—ROADM8 fully embodies the sleek, new, modern look and feel of Super 8 while bringing the best of the brand to the open road. Created with industry-leading fabricators, outside the vehicle boasts the red and yellow of the iconic Super 8 sign while the inside includes innovative amenities like a built-in, on-demand coffee machine, custom center console mini-fridge, touch-screen entertainment, and more.

After the unveiling at the 2018 New York International Auto Show, ROADM8 made its way to Wyndham's Annual Global Conference in Las Vegas to be introduced up close and personal with all of our corporate team members and franchise owners. The road trip continued with ROADM8 journeying onward cross country hitting key PR markets in Los Angeles and Chicago to garner ongoing media coverage. The last stop was at corporate headquarters in Parsippany, NJ where ROADM8 made its last appearance before being auctioned off with our military campaign in an effort to raise money for a great cause.

In honor of Veterans Day, Super 8 was excited to continue supporting active and retired military members, veterans, and their families by auctioning off ROADM8 to the public along with additional Super 8-themed items like bedding and photography from the brand's newly redesigned rooms and multi-night stay packages. All gross proceeds benefited one of the nation's leading military non-profits, Fisher House Foundation. Through its Fisher House program, the Foundation provides a no cost, "home away from home" for families of patients receiving medical care at major military and VA medical centers.

The ROADM8 campaign was the epitome of an integrated campaign with marketing channels spanning public relations, event activation, digital video, mobile, social media, display banners, paid search, website, and email. The campaign was strategically designed to be a full funnel approach using ROADM8 as the vehicle to increase awareness of our redesigned rooms, get in the consideration set of our guests through our unique storytelling approach and military support, and drive bookings through our spring promotion and military offer.


The campaign was unexpected, reached a variety of audiences, highlighted our redesigned rooms and disrupted a new industry garnering media coverage well beyond hospitality and travel. From disruption to philanthropy, the Super 8 ROADM8 comes around full circle to celebrate the momentum of redesigned guest rooms and continuing to elevate economy.


Video for ROADM8 – The Ultimate Road Trip Companion

Entrant Company / Organization Name

Wyndham Hotels & Resorts (Super 8), Questus, Citizen Relations, MullenLowe Mediahub