Adrian Awards 2019
Click here for original picture.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Primary objectives were to: • Reach a broad, consumer market, especially the family audience, in a fun way that would highlight BWHR’s accommodations for holiday travel; • Position Best Western Rewards® (BWR®) as one of the richest rewards programs in the industry with enhanced point earning opportunities and perks; and • Highlight BWHR’s commitment to maintaining an industry-leading rewards program, creating excitement around the tremendous value and instant gratification offered to travelers booking with BWR.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience for this campaign was a concentrated network of parents and families who may not be aware of the many benefits offered by BWHR’s hotel portfolio and rewards program.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
The BWHR PR agency researched the demographics of consumer influencers, ultimately identifying Cool Mom Picks, a popular network for parents, as the ideal target outlet for a playful and timely holiday video to showcase BWHR’s award-winning loyalty program, BWR. It was determined that this blog, reaching more than 800,000 UMVs, would be the perfect avenue to create excitement around BWR and position BWHR as the ideal hotel brand for families. The agency created key brand messages and worked with the production team to weave them into the script.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
• Celebrating more than 70 years of award-winning service and hospitality, BWHR is a global family of hotels located in more than 100 countries and territories that offers accommodations for all types of travelers. • BWHR is committed to delivering an exceptional customer experience through a simplified, meaningful and rapid rewards program. • Make memories this holiday season with Today’s Best Western. • Book the lowest rates at BestWestern.com.
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 “12 Days of Christmas Mom Parody,” video was shared on YouTube, Facebook and Instagram, featuring branded visuals with a call to action for families to avoid the holiday craze and make memories with BWHR. The video also featured several relatable parenting moments that can happen during the holidays including fighting kids and tangled lights. The payoff at the end of the video proclaimed, "On the 13th day of Christmas... mom took everyone on a vacation. Don't make yourself crazy. Make memories with Best Western." This video was posted to the Cool Mom Picks site and shared across their far-reaching social media platforms, garnering more than 109K impressions with more than 720 social media reactions, comments and shares. In April 2019, the campaign was nominated for an Iris Award for "Best Sponsored Content" through Mom2.0.
Entry Title
Cool Mom Picks Campaign
Division
Public Relations
Sub-category
PR Campaign
Category
Influencer Marketing
Classification
Entry Award:
Bronze