In 2018, we heard the exciting news that the Wyndham Hotel Group would be spun off as a pure-play hotel portfolio company. We are bullish on this company, their diverse collection of brands and properties, their generous rewards program, their friendly but hard-working culture, and their strategic marketing chops. It didn’t hurt that a favorite MarketSmiths alum is helping to spearhead their campaigns from the inside, as an in-house copywriter. (We definitely support our own.)
Without naming names, we were asked to handle two significant projects for WHG. The first: to write sparkling new website copy for an iconic hotel brand they had just acquired. The second: to perform a brand survey, exploring the next generation of direct, mobile-enabled bookings. We did both seamlessly, and received gratitude (and bonus sweatshirts) from WHG’s in-house marketing team.
The copy project wasn’t difficult. But it did come with significant volume under tight deadlines—and a fair amount of creativity, fact-checking, and cross-checking. We assigned our finest team of writers, and a dedicated project manager. Days ahead of schedule, the marketing team received dozens of pages of website copy—clean, true to the brand tone, perfectly formatted, rich with location detail, and ready to upload, without fuss.
A month later, we delivered timely and fresh insights into the relevant and greater mobile landscape, equipping the team with some crucial background to reinvent their own UX/UI. We can’t say more, but we are super excited for our next engagement with this hotel group, as they continue to march forward in their journey to the very top.