TORONTO — Days Inns – Canada has launched an integrated media campaign designed to drive incremental value to its hotels and generate awareness for its Wyndham Rewards loyalty program.

To reach target audiences, the marketing campaign features a new brand positioning, “Bask in the Sun,” which replaces the “Best Value Under the Sun” slogan — a mainstay of the Days Inn brand identity for what the company described as “decades.”

Created by Toronto-based Giants & Gentlemen, the integrated campaign is built around two 30-second TV spots, with the iconic Days Inn sun logo playing a key role in each. The TV spots and digital elements debuted in Canada on October 12, 2016.


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