July 21, 2006
This summer Hispanic families may have been surprised to see a giant teddy bear leaping across billboards and dancing on their TV screens. The venerable if updated icon was Travelodge Hotels’ “Sleepy the Bear.” Charged with spreading Travelodge’s family-friendly appeal to the Hispanic market, Interlex implemented its Multicultural Transcreation approach to the challenge. Rather than literally translating Sleepy’s name, the agency nicknamed him “El Oso Generoso,” which means “The Generous Bear” in a sing-song rhyme. The multimedia campaign generated considerable brand lift and increased Hispanic room nights by over 20%, successfully positioning the Travelodge brand as a clean, reliable, safe and family-friendly place to rest after a long day of fun in the sun and highway driving. As part the campaign, Interlex also developed the Spanish-language brand: “Travelodge. Juega bien. Duerme mejor.”
The ongoing work is one of several assignments Wyndham Worldwide’s Hispanic shop is engaged in. Other Hispanic branding and promotions work for the lodging giant includes campaigns for Days Inn and Super 8, two of the world’s largest hotel/motel chains. Additionally, the multicultural shop is providing General Market creative for Super 8’s radio promotions.
“The relationship builds on our expertise in the tourism and travel industry, which has always been one of the cornerstone practices at Interlex,” states Teno Villarreal, Director of Strategic Planning and a Senior Account Executive on the Wyndham Worldwide account.
The agency’s previous tourism work includes a 7-year stint providing Latin American, Hispanic and Global Marketing for the State of Texas tourism brand.