Three Wyndham Hotel Brands in Play

Company Puts Creative for Howard Johnson, Travelodge and Super 8 Up for Grabs

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NEW YORK (AdAge.com) -- Wyndham Worldwide Corp. said it has placed into review the creative advertising accounts of three hotel chains, Howard Johnson, Travelodge and Super 8.

Super 8, the largest of the three brands, hasn't had an agency of record for several years; the incumbent for Travelodge and Howard Johnson is Eastwest Marketing Group, New York, Wyndham said.

Representatives for Eastwest could not be immediately reached for comment.

Roster agencies
Wyndham's request for proposals has gone out to its roster agencies as well as other shops, and a shortlist is expected as early as this week.

Roster agencies for the Parsippany, N.J., hotel group include MDC's Kirshenbaum Bond and Partners, which handles the Wyndham Hotels and Resorts brand; WPP Group's G2, which handles Ramada properties; and Decker, which handles Days Inn.

Media duties, which largely are handled by Aegis Group's Carat and WPP's MediaCom, are not affected by the review.

The marketer said it likely will choose one agency to handle creative work across all three brands, though there is a possibility duties will be split between two shops (one to handle Super 8 and one to handle Howard Johnson and Travelodge). A decision is expected by December.

Media spending
Wyndham last year spent a total of $73.4 million on U.S. measured media, of which a total of $28.2 million was spent on the Howard Johnson, Travelodge and Super 8 brands, according to TNS Media Intelligence.

"We want a really seasoned team, one that is really experienced and will challenge the status quo," said Jean Thomas, Wyndham's exec VP-chief marketing officer. The agency will be expected to handle print, TV, online and more. "We are looking for a fully integrated approach to marketing," Ms. Thomas said.

Wyndham has 10 hotel brands and 6,500 franchised hotels worldwide.