Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?Marketing objectives were to: • Provide a limited-time offer to new BWR members, driving online registrations; • Enhance the value of existing basic-level members, compelling them to book a room night online during the promotional period; and • Leverage the promotion to garner editorial exposure for the Best Western Rewards program and emphasize its positioning as one of the best, richest-rewarding programs in the industry.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.The target audience included: • Travelers who have not yet signed up for BWR; • Base-level members of the program who have not booked a room night recently; and • Trade and consumer travel media.

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.Through guest feedback and research, Best Western knows that travelers are seeking loyalty programs that make travel easier, more rewarding, and bring faster status bumps. Best Western sought to launch a new loyalty offer with a twist, attracting the attention of those who have not yet signed up for BWR and providing base-level members a reason to book. Launched in February during a slower travel season for the company, the promotion was utilized as a timely hook, driving travelers to book a stay with Best Western and reap rewards as a result. A press release announcing the promotion was designed to drive buzz around the offer, and the PR team conducted an aggressive push to create exposure.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?• BWR is an award-winning powerhouse amongst competing hotel loyalty programs. • Fast Pass to Gold is a fun and refreshing way for those new to BWR to more quickly accelerate to Gold status. • Members can receive a Fast Pass to Gold by registering on the promotion’s launch site and booking a minimum one-night stay at any Best Western-branded hotel worldwide during the designated promotion timeline. • Best Western actively engages with their members and provides enhancements to increase value and create exciting opportunities for their guest.

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.• Earned media coverage resulted in numerous media placements, including more than 200M impressions in the launch month alone. • Promotional efforts surrounding the campaign drove 60.421 unique visitors to the Fast Pass to Gold registration site. • The promotion realized nearly 200 new member sign-ups in a brief amount of time. • 17,435 people total achieved the Fast Pass level elevation during the promotional period.

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

URL #1:http://bit.ly/2DGq1kz

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DivisionPublic Relations

Sub-categoryPR Campaign

CategoryLOYALTY PROGRAM-MEMBER

Entry TitleFast Pass to Gold

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Classification

Situational AnalysisFurthering Best Western’s commitment to providing the richest, most robust loyalty program in the hotel industry, the company develops special seasonal promotions giving members timely perks and financial rewards for booking. One such promotion was the 2018 launch of Fast Pass to Gold, an innovative offer from Best Western Rewards® (BWR®) designed to drive new member sign-ups. In a world where immediate gratification is king, Best Western saw that the evolving needs of today’s travelers included a quicker turnaround on rewards and introduced the Fast Pass program. The offer provided new and base-level members the opportunity to skip the wait and become a gold-level member immediately. Those who registered at a Fast Past to Gold launch site received a level bump and 10% bonus points on every stay, room upgrades and choice of complimentary gifts - along with their new Gold status.

Research, planning, and implementation:
What market research was conducted prior to planning the piece/campaign?
Describe how you planned and produced the creative assets with the mobile canvas in mind.

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

Leadership:
To keep your CSR efforts thriving, you need momentum and passion, which has to come from the top. Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?