Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
The ultimate goal of Best Western’s Vib launch was to spread awareness and drive bookings for the new brand. Topline marketing objectives for the campaign include: - Generate buzz around the exciting new hotel concept, Vib - Support the Today’s Best Western campaign, which aims to create whitespace between Best Western’s brands - Target unique and diverse audiences with affinities for different hotel accommodations - Increase awareness and key differentiators around Vib - Expand the brand’s loyal customer base by catering to segments of travelers. - Drive Best Western Rewards signups and educate travelers interested in boutique hotel accommodations on the program’s robust offerings
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The boutique hotel brands are each individual and unique in their requirements and target different segments of travelers such as urbanites, millennials, modern business travelers, and tech-centric enthusiasts. Key audience segments for Vib included: • Stylish leisure travelers looking for a modern hotel experience • Tech-centric travelers in search of upper midscale boutique hotel experiences and fresh, stylish accommodations • Modern travelers looking for unique experiences in urban locations with diverse amenities • Travelers looking to connect in shared spaces in a modern way. • Best Western rewards members and Best Western brand loyalists interested finding in a new way to travel within the Best Western family of brands
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Research shows that hotel guests are moving away from the traditional hotel experience and looking for more connected and urban adventures. To tailor to this new trend, Best Western launched Vib to reach audiences around the world and demonstrate the urban-fresh brand. The Vib website was created to support the brand’s launch and showcase the unique features and amenities. A refreshing and relaxing guest experience is curated at every Vib through multi-functional community spaces, calming “Zen Zones” where guests can escape the commotion of the day, inviting cafes and bars intended to help travelers recharge and individual gaming pods for guests wanting an extra level of personal entertainment. The site highlights Vib properties that have opened or are opening soon to encourage travelers to plan a trip for a fresh and contemporary accommodation experience. Each location has a direct booking link to bestwestern.com, accompanied by location images to spark travel inspiration.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The Vib website communicates that the brand offers guests a “Vibrant Experience for Today’s Connected Traveler.” This unifying theme showcases the amenities of Vib properties and is highlighted throughout the site’s copy. Messaging further details how the Best Western Rewards loyalty program offers a “contemporary. rewarding. and ready to serve.” experience for guests. The prospective Vib customer can expect a modern experience through tech-savvy amenities including Smart TVs and workstations in guest rooms. In addition to the various smart amenities focused on connectivity and productivity, the website establishes Vib as a brand for guests in search of an exciting, urban experience. To further enhance the contemporary message of Vib, the website used custom design and images to highlight vibrant, contemporary and stylish aspects of common areas, and modern touches like Gaming Pods, bars, cafés and the Zen Zone to showcase the breadth of the hotel experience and encourage booking.
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.
The Vib website launch has been a great success, driving booking traffic, educating users about the “Today’s Best Western” campaign and promoting BWR. Since the launch in fall 2018, the Vib website has garnered the following results in unison with the Boutique Brands integrated campaign: • Users have spent an average of 4 minutes on the site, 2 minutes longer than average, signaling the site’s content is engaging and informing consumers • Increased awareness of Vib through generating more than 131,000 views on YouTube via Hey Nadine’s hotel promotion • More than 525,000 combined views on all influencer specific content • More than 19,000 engagements on social channels • More than 7% average engagement rate on content
Entry Title
Best Western Debuts New Brand: Vib
Division
Digital Marketing
Sub-category
Digital Single Item
Category
Website User Experience
Classification
Entry Award:
Gold