OVERVIEW
Wyndham is one of the largest hotel franchisors in the world, with 9,100 locations and a portfolio of 25 hotel brands, including Travelodge. Founded in 1939, Travelodge was one of the first motel chains in the United States. As part of the Wyndham Hotels & Resorts family, Travelodge's reach and resources have expanded, enhancing its global presence. Travelodge is known for providing reliable lodging options for both business and leisure travelers across North America, Europe, and Asia.
The Client's Journey
Travelodge approached us with their beloved mascot, Sleepy Bear, who has been the cozy face of the brand for an impressive 70 years. The brand had big dreams for Sleepy Bear, envisioning it as a more adventurous character that aligns with Travelodge’s growing brand spirit. They wanted to refresh Sleepy Bear’s appearance and utilize a contemporary character in their marketing and branding efforts.
Additionally, Travelodge is committed to sustainability and has implemented various eco-friendly practices across its properties, such as energy-efficient lighting, water conservation measures, and recycling programs. The new mascot was envisioned to play a significant role in promoting these sustainability initiatives.
What We Did
Storytelling
We conducted a thorough review of Sleepy Bear’s storied past to honor its rich legacy while redefining its future. The evolved character needed a mature story. We revised the older mascot’s story and philosophy to align with Travelodge’s new vision and plans.
Mascot Enhancement
We redesigned Sleepy Bear with intricate details and subtle changes to make it more appealing and better suited for its new role. The refreshed Sleepy Bear is more adventurous and in shape, effectively communicating with today’s travelers and embodying the modern essence of Travelodge.
Mascot Launch and Activation
The new mascot was unveiled at an internal event, coinciding with the introduction of a new marketing strategy for the Travelodge brand. The redesigned mascot will be utilized in customer clubs, social sustainability plans, and advertising campaigns.
Testimonial
"Partnering with Dream Farm Agency exceeded our expectations. Not only was the quality of work fantastic, but they were very collaborative and were able to deliver under an expedited time frame. Their team is friendly, professional, and made the process seamless."
