OVERVIEW

ROADM8

The Ultimate Road Trip Companion

Finally, a set of wheels that goes room, room!  

A great vacation starts with a super road trip. And you can’t have a super road trip without super road mates. We should know…because that’s what we’ve been, it’s what we are, and it’s why we’ll always be a super ROADM8.

Highlighting more than $100 million in renovations at its hotels across North America, Super 8 by Wyndham®—the world’s largest economy hotel brand and trusted roadside companion—debuted ROADM8, the first-ever concept car inspired by the hotel's guest room redesign at the 2018 New York International Auto Show.

ROADM8 Launch Video

GOAL

Celebrate Super 8’s hotel redesign and position Super 8 as a trusted roadside companion and leader in the economy lodging space.

 

With the largest redesign in Super 8’s brand history, we were eager to market it in a big way. We set out to think outside the box and find a way to have people to interact with the new hotel rooms in a fun and unexpected way.

SOLUTION

With hotels conveniently located off of every major highway, bringing the best of hotel amenities to the open road through Super 8’s ROADM8 was a natural fit.

Pulling its style and amenities straight from the brand’s newly refreshed and elevated rooms—think bedding turned upholstery, a nightstand turned dashboard accent—ROADM8 fully embodies the sleek, new, modern look and feel of Super 8 while bringing the best of the brand to the open road. Created with industry-leading fabricators, outside the vehicle boasts the red and yellow of the iconic Super 8 sign while inside are innovative amenities like a built-in, on-demand coffee machine, custom center console mini-fridge, touch-screen entertainment, and more.

The ROADM8 Interior 360

The ROADM8 Road Trip

First stop was New York City, next up Las Vegas! After the unveiling at New York International Auto Show, ROADM8 made its way to Wyndham’s Annual Global Conference in Las Vegas to be introduced up close and personal with all of our corporate team members and franchise owners. The road trip continued with ROADM8 journeying onward cross country hitting key PR markets in Los Angeles and Chicago to garner ongoing media coverage. The last stop was at corporate headquarters in Parsippany, NJ where ROADM8 made its last appearance before being auctioned off with our military campaign in an effort to raise money for a great cause.

The ROADM8 Auction

In honor of Veterans Day, Super 8 was excited to continue supporting active and retired military members, veterans, and their families by auctioning off ROADM8 to the public along with additional Super 8-themed items like bedding and photography from the brand’s newly redesigned rooms and multi-night stay packages. All gross proceeds benefited one of the nation’s leading military non-profits, Fisher House Foundation. Through its Fisher House program, the Foundation provides a no cost, “home away from home" for families of patients receiving medical care at major military and VA medical centers.

The ROADM8 Campaign

The ROADM8 campaign was the epitome of an integrated campaign with marketing channels spanning public relations, event activation, digital video, mobile, social media, display banners, paid search, website, and email. The campaign was strategically designed to be a full funnel approach using ROADM8 as the vehicle to increase awareness of our redesigned rooms, get in the consideration set of our guests through our unique storytelling approach and military support, and drive bookings through our spring promotion and military offer.

Social

Display

Facebook Instant Experience

Landing Page

Rich Media

Email

RESULTS

From disruption to philanthropy, the Super 8 ROADM8 comes around full circle to celebrate the momentum of our redesigned guest rooms and continues to elevate the economy hotel category.

The campaign was completely unexpected, reached a variety of audiences all year long, highlighted Super 8’s redesigned rooms, and disrupted a new industry garnering media coverage well beyond travel.

  • Since its launch at New York International Auto Show, ROADM8 has delivered nearly 300 earned placements totaling more than 998 million impressions.

  •  Our integrated marketing efforts helped to amplify the message across our digital media partners throughout the year garnering over 17MM impressions, more than 650K engagements and 1.1MM video completions, with click thru and engagement rates well above partner benchmarks. 

  •  Over 3.3MM reached across social media with 540K engagements and over 20K site visits launching ROADM8 and promoting the ROADM8 auction. 

  •  The ROADM8 auction raised over $42,000 to support Fisher House Foundation. 

  • In conjunction with our military campaign, the ROADM8 auction helped drive a 37% increase in nights booked and 456% increase YoY for brand web reservations.

  • Paired with our rich military offer of Save 20% + Earn 500 Wyndham Rewards Bonus Points, we were able to drive 36% new enrollments to our loyalty program.   

ROADM8 in the News

“The entire vehicle is designed to reflect that Super 8 is moving from being a basic roadside chain to having a sleek, modern look.”

“Super 8 ROADM8 concept is a rolling hotel room…minus perhaps some soap and shampoo.”

“The cleverly accessorized four-door Jeep Wrangler is to help promote the brand’s $100 million hotel-room renovations.”

“In the quest to highlight the brand’s new image, Super 8 threw the entire economy enchilada at what it’s calling the ROADM8, a JK-spec Jeep Wrangler Unlimited slathered in yellow and red.”