With over 2000 locations, Super 8 Hotels are a fixture for road warriors and road trippers across North America. To celebrate their golden anniversary, we honed in on a simple truth: when you’re on the road, the real destination at the end of the day is rest.
The “Rest Destination” concept allowed us to connect a diverse audience—everyone from couples and friends to bikers and truckers—to the core Super 8 offerings of comfort, convenience, and value. By presenting those attributes in the context of a good night’s sleep (however you sleep), we were able to cut through with relevance and humor.
The beauty of having a broad target audience is that, with the right concept, you can give each one the attention it deserves. “Rest Destination” was the perfect platform for creating social mini-episodes that followed our road trippers on a day in their lives—all culminating with deep zzz’s at a Super 8.
It’s tempting (and perhaps expected) to create an anniversary campaign that’s dripping with nostalgia, especially for a 50th. But we went the other way, striking a more comedic note with a clever rug pull edit that underscores our “Rest Destination” message.