The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 12th Annual Shorty Awards

Trademark Collection by Wyndham Embracing Character

Finalist in Brand Identity

Entered in Hospitality, Travel & Tourism, Branded Content, Video


About Trademark Collection by Wyndham

Launched in 2017, Trademark Collection is a soft-branded network of upper midscale, independent hotels in urban and resort locations across the U.S., Canada, EMEA and LATAMC.

Just as no two travelers are alike, Trademark Collection hotels are equally distinctive. Each property retains its own name, logo, brand identity and spirit, leveraging Trademark Collection by Wyndham as a co-brand.

Situational Analysis:

Being a new brand with a diverse portfolio, we were looking to increase visibility in North America, educate consumers on the nature of being a soft-brand, and drive home Trademark Collection’s positioning and value propositions to an expansive audience.

Being a soft brand, Trademark Collection differs from traditional portfolio brands that carry the same logo and brand identity across all hotels; soft-branded properties retain their own character, vision and unique identities. Trademark Collection refined its positioning and visual idenity to clarify the brand to existing and prospective audiences, developing a look and feel that aligned with the vast range of property identities to signify Trademark Collection as the common tie and strengthen our collective brand recognition. Yet, we still needed a way to communicate this to consumers more broadly.

Since our audience spends a significant amount of time on social networks, our goal was to produce an influencer campaign that would showcase the unique property experience, reflect shared values, build engagement with our target audience and demonstrate the nature of being a soft brand.

Strategy and Execution

Our Audience:

Trademark Collection skews lifestyle and leisure, as well as caters to a business traveler audience. While demographics play a role, men and women aged 24-45, emphasis is weighted toward mindset – those with a propensity for travel and exploration, who embrace local flavor, culture, and distinct experiences yet still value the benefits of select consistent offerings across portfolio brands.

The Solve: 

We partnered with an influencer who aligns with our positioning – Independence Redefined – and embodies the attributes of the brand as well as our portfolio of properties – those with authentic stories, personify individuality, celebrate local culture, and embrace life as an unexpected journey. We produced content that highlighted various properties through social posts while interweaving our new brand identity and building enagement with our target audience.

Rolled out via Facebook and Instagram September-November 2019, the campaign included:


Embracing Character spotlights Bobby Finan, founder of New York-based craft distillery, Tommyrotter. We follow Bobby as he hosts a tasting event at the Hotel at the Lafayette in Buffalo, NY – a Trademark Collection property. The Lafayette provided a complementary backdrop for the campaign with architecture honoring Buffalo’s local heritage.

Together, the collaboration speaks to the unique character of our collective brands – Trademark Collection, Hotel at the Lafayette and Tommyrotter.


Embracing Character was launched as Trademark Collection's first campaign at scale, and one of the first for hotel soft brands. During it's 8-week run, the campaign garnered robust results in the key metrics we had set out to impact.  

Additionally, our :30 video had the highest engagement with an 82% Video View Rate and Thru-Plays at 1M+. Our :15 video had the highest purchases and website content views. 


Video for Trademark Collection by Wyndham Embracing Character

Entrant Company / Organization Name

Wyndham Hotels & Resorts


Entry Credits