Wyndham Destinations grows brand awareness with s’mores

The timeshare industry is suffering from negative perceptions, exacerbated by ads from companies offering to help consumers get out of their timeshare obligations. WorldMark by Windham—part of Wyndham’s vacation club, offering 220 dedicated club resorts through a points-based timeshare program—was looking for a way to generate positive press that would reinforce its message of family-oriented properties. The video that emerged has been selected as the top “Travel, Tourism or Hospitality Video” in PR Daily’s Video & Visual Awards.

The media team saw the massive number of special national “days,” including National S’Mores Day, which celebrates the summertime treat. Who knew that one of America’s leading s’mores-making experts is Patrick Renna, who portrayed Ham Porter in the 90’s movie, “The Sandlot”?

Wyndham secured Renna for the video, designed to tap into a strong nostalgia trend among social media audiences. The team targeted the videos to potential timeshare owners, focusing on older millennials and millennial parents, along with current owners. The team opted to produce two videos, one with a twist on the s’mores scene in “The Sandlot,” the other focusing more on Renna’s family life and 90’s nostalgia.

A three-phase plan was developed (covering prelaunch, the period the video was promoted and postlaunch). It included securing press interviews with Renna, s’mores kits for Wyndham guests and mailers targeting media and influencers.  

The campaign produced nearly 2 million views of the video and considerable top-tier press coverage.

Congrats to Juliette Gebken-Mayi, Allyson Pippin, Vanessa Picariello, Tyrone Law, Terris Ransom and Doug Boemler Wareing.