Travelodge By Wyndham - Brand Mascot
Challenge
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.
Solution
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.
Results
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.
Dream Farm Agency
Dream Farm Agency is a character-driven marketing agency. We provide marketing communication solutions driven by original characters that can be expanded into long-term brand assets. Our distinctive approach enables high-impact, consistent storytelling across various touchpoints, including emerging digital platforms. Our capabilities cover a full range of marketing solutions, all built around...
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