Fridge Worthy Memories

Sandman Hotel Group has launched their first major campaign in over 20 years, encouraging Canadians to spend less on their accommodations so they can get away more—and put some new memories on their fridge while they do it.

As the post-pandemic spending spree wound down and inflation kicked in, travellers everywhere were dropping down a travel class to save money, but they weren’t cutting travel out. Travel is precious. And even in a down economy, getting away for a quick trip remained a priority for families. Sandman Hotel Group offers incredible value among midscale hotel brands, with 54 locations across Canada, Sandman Hotel Group was primed to pick up more than its fair share of travellers as an instigator of your very best travel experiences.

Consumer research has shown that when someone stays at a Sandman Hotel, they come back more frequently than other midscale hotel brands. “Our amazing team delivers great onsite experiences which has translated to a very loyal customer base.” says Fiona McFaul, Vice President, Marketing & Loyalty at Sandman Hotel Group. “The purpose of this campaign is to increase trial and consideration for those who have not yet experienced a Sandman vacation.”

“Creating precious travel memories are affordable and fun when you stay with us.” says McFaul. “We have an incredible hospitality team and a brand that offers so much value for travellers. With this campaign, we want more people to realize how easy it is to get away and make more memories when you stay at Sandman.”

The campaign taps into the insight that families love decorating their fridges with mementos of their favourite trips. And because Sandman offers such incredible value at so many great destinations, families have more money left over to actually make more fridge-worthy memories.

To bring this powerful insight to life, the family fridge was used as the backdrop. “Only the best memories make it onto the fridge,” explains Kyle Darbyson, Creative Director at Full Punch. “By focussing on making memories, we avoid the typical laundry list of amenities that plagues the category. Instead, we showcased the emotional benefits all families are seeking when it comes to travel.”

At the centre of the campaign, a 30 second commercial tells the story of families making fridge-worthy memories by getting out and staying at any one of Sandman’s 64 locations. On social media, stop-motion fridge magnets list various awareness and value-driven messages, while digital out of home showcases a variety of fridges full of family memories and headlines reminding travellers how easy and affordable it is to make your next memory with Sandman Hotel Group.