Situation: A Crowd Space Complicated by COVID

As a licensee of Wyndham, Viva Wyndham had no direct-to-consumer marketing and advertising, and limited brand recognition in the United States. Viva Wyndham wished to improve brand recognition while stimulating demand and increasing direct sales in the U.S., growing its market share with results-driven advertising initiatives. In addition to the inherent challenges of this endeavor, since travel is a highly competitive, crowded space, the launch was to take place in the middle of the global COVID-19 pandemic, when the travel industry came to a crashing halt.