The 30,000 foot view
Extended Stay America wasn’t looking for just a short-term lift—they needed a strategic partner who could drive sustained revenue growth and reinvigorate media performance. With momentum stalling and a cluttered category pressing in, it was clear that quick fixes wouldn’t cut it. ESA needed a fresh perspective, tighter execution, and a new level of strategic discipline.
That’s where WMX stepped in. We delivered a media strategy rooted in performance, powered by collaboration, and built to scale. Across Paid Search, Display, Video, Paid Social, Metasearch, and Connected TV, we helped ESA maximize every media dollar and reestablish growth trajectory. What started as a campaign engagement evolved into a high-trust partnership—where strategic clarity, day-to-day execution, and measurable outcomes worked in lockstep.
The challenge
ESA had scale, reach, and a strong value prop—but performance had plateaued. Upper-funnel visibility was fading, and fragmented execution across channels created inefficiencies that diluted results. They needed a partner who could connect the dots, re-energize media efforts, and deliver both immediate performance and sustainable momentum. Key challenges included:
- Flat Performance: Growth had slowed, and previous campaigns lacked the precision to scale.
- Weak Awareness: Top-of-funnel visibility was minimal, limiting expansion into new markets.
- Disconnected Efforts: Media tactics lacked cohesion, leading to wasted spend and missed opportunities.
ESA wasn’t just seeking an agency. They needed a performance partner who could move fast, think long-term, and grow with them.
The solution
WMX built a performance engine customized for ESA—deeply collaborative, relentlessly optimized, and focused on what matters most: results. We streamlined operations, prioritized efficiency, and executed with precision across every channel. Channel-specific highlights:
PAID SEARCH
- Integrated phone call revenue into smart bidding models to better capture high-intent users on mobile
- Consolidated account structure for more control, leading to a 48% revenue lift without sacrificing ROAS
- Activated 100+ travel-relevant audience segments based on real behaviors like seat class and hotel rating
DISPLAY
- Unified performance benchmarks across vendors for clearer optimization
- Activated first-party data for smarter dynamic creative and retargeting
- Rolled out geofencing and personalized ads to boost booking intent
METASEARCH / GOOGLE HOTEL ADS
- Improved data feed quality and resolved price parity issues
- Layered in bid modifiers by time, device, and location
- Expanded targeting with nuanced travel-preference segments
PAID SOCIAL
- Designed stage-specific creative strategies for awareness and conversion
- Elevated community management for quicker replies and stronger brand engagement
VIDEO & CONNECTED TV
- Launched a full-funnel video strategy with precise KPI alignment
- Introduced CTV to reach hard-to-capture audiences and drive offline conversions
- Rebalanced budget mix to lean more into prospecting and new-user acquisition
The results
The WMX–ESA collaboration didn’t just hit targets—it redefined them. Over time, we proved that sustained partnership and smart execution lead to exponential gains.
STAY AWHILE CAMPAIGN IMPACT
At the kickoff of our partnership, WMX launched the “STAY Awhile” campaign, a targeted initiative in Display and Video designed to reintroduce the ESA brand, drive awareness, and accelerate bookings among value-driven travelers.
Increase in Video ROAS
during the first 4 weeks
Lift in Display ROAS
driven by precise targeting and creative relevance
YEAR-OVER-YEAR REVENUE GROWTH
- Year One – 19% above goal
- Year Two – 16% above goal
- Year Three – 21% above goal
ENDURING IMPACT
WMX became more than a media agency—we became ESA’s strategic right hand.
- A true embedded partner, supporting day-to-day strategy and performance planning
- Key contributor to executive-level decision-making via real-time insights
- Built a repeatable, scalable, multi-channel framework for long-term success
This case study is proof that real growth happens when strategy, execution, and partnership are perfectly aligned. With WMX in their corner, ESA didn’t just get back on track—they built a foundation for continued performance, year after year.