Adrian Awards 2018
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Situational Analysis
In November of 2017, Best Western® Hotels & Resorts prepared to host its North American Convention, an annual event that takes place each fall and connects the company’s executive team with members to share key developments and news. As Best Western sought to evolve this event – mirroring its own ongoing company evolution – it worked with its PR firm to craft a media strategy that would take things to the next level. The event was slated to take place in Nashville, TN with a single word - “Imagine” - serving as a fitting theme for the imaginative, evolving Best Western brand. The corporate communications team and PR firm worked together to “imagine” the optimal media strategy to share news coming out of convention with the industry at large, as well as the traveling public.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Best Western tasked its PR firm with finding a way to share a variety of news and developments coming out of its Annual North American Convention with the industry at large. The primary goal was to tap into one ore more key hotel trade publications to tell the story of Best Western’s innovation and imaginative evolution with those who follow industry news. It was important to secure news coverage of Best Western’s Convention announcements that would use the event as a timely hook, underscoring the strength of the Best Western brand in the hospitality market and its ongoing commitment to innovation. The goal was to emphasize what an exciting time this is for the company and tee up a bright future ahead, getting the development community, specifically, excited about Best Western.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience for this particular placement was the hospitality trade press and ultimately, industry professionals and developers (prospective members) who read those outlets.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.
Best Western’s PR agency crafted a target list of travel and hospitality trade media who were the ideal targets to attend and cover convention. Understanding how critical it was to bring the media who speak directly to the hospitality industry at large to the event itself, the agency invited Lodging Magazine editor Kate Hughes – offering her some exclusive opportunities for face time with the executive team, should she be able to attend. She did, and her coverage of the event lead to the incredibly impactful “Best Western Can’t Stop, Won’t Stop” feature story that appeared on LodgingMagazine.com.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The message of the resulting story was simple: Best Western Hotels & Resorts may have 71 years under its belt, but if the latest news coming from the company’s recent annual convention is any indication, there is much more innovation to come from the iconic hotel brand. They are just getting started!
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
“Best Western Can’t Stop, Won’t Stop” was the headline for Kate Hughes’ convention feature story and not only did this excite the company’s executive team and membership base, but it knocked it out of the park from a messaging standpoint, exceeding expectations. The piece opened with, in part, “if the vibe coming out of Best Western’s 2017 North American Convention and Global Conference, which took place November 8-10 in Nashville, Tenn., is any indication, the industry can expect a lot more innovation from the company in the near future.” It closed with “despite the company’s 70+ years in the industry, it was apparent at Best Western’s convention that the company approaches hospitality like a scrappy newcomer, always looking for opportunities to innovate and grow.” The piece was read by 17,400 unique monthly visitors, 100% of whom were the exact target audience for the communications and PR team surrounding convention.
Entry Title
LodgingMagazine.com: Best Western Can't Stop, Won't Stop
Division
Public Relations
Sub-category
PR Single Item
Category
FEATURE PLACEMENT ONLINE - Trade Media
Classification
Entry Award:
Gold