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?
Partnering with Disney ABC, a trusted and recognizable brand within the youth audience segment, drove Best Western’s overarching goal of building awareness among youth and family travelers. Primary marketing objectives and goals for Best Western’s 2019 summer partnership with Disney-Pixar’s Toy Story 4 were to: - Leverage innovative marketing strategies and techniques to connect with Disney’s audience of kids and families across multiple touch points - Position Best Western as a trusted travel partner for families and fans of Toy Story 4 - Uniquely engage Disney audiences to increase brand awareness for Best Western - Maximize Best Western’s most impactful partnership opportunity by building a clear connection between summer travel and the sponsorship - Drive hotel reservations on bestwestern.com during the peak summer travel season, particularly with family travelers - Foster positive brand association with strong storytelling, differentiating Best Western from the competitive set.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Disney ABC’s vast audience base meant Best Western was able to reach a wide array of audiences outside of their established customer base, increasing the effectiveness of the campaign. The target audiences for the campaign included: - Disney Digital Network’s exclusive audience segment of summer family travelers, available via first party data that identifies family decision makers who are planning travel during the summer - Families traveling with kids ages 6-18 looking for kid-focused travel accommodations during summer vacation - Families with children who are active on social media and actively integrate their digital interests into family activities - Disney’s large, loyal and dynamic fan base, including fans of the Toy Story franchise - Parents who are dedicated to providing their children with quality entertainment and activities - Best Western brand loyalists and 30+ million Best Western Rewards members, who were eligible to receive Best Western’s summer promotional offer.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
With its 12 consecutive years of partnership with Disney developing family-focused campaigns, Best Western has ample data on the best tactics to engage its target audiences. The youth marketing campaign was developed to promote the theatrical release of Toy Story 4 and Best Western’s summer promotion. From this research, the brand focused on delivering dynamic, custom co-branded executions in cross-platform environments to better engage the target audience of summer family travelers. The campaign’s key co-branded elements featured Toy Story 4 characters and included: - Co-branded video airing on Disney’s linear networks, branded app, social channels and YouTube channels - Organic and paid social media, including interactive Instagram Stories and quizzes - Digital marketing, including display ads and email campaigns - Direct mail and in-hotel promotional materials, including window clings, table tents and digital displays prominently located in 2,100 North American hotel lobbies
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The campaign’s creative strategically promoted Best Western’s summer $20 gift card offer via co-branded elements, which included Toy Story 4 branding and character imagery. Audiences were enticed to book through the key message that, “Your Story Starts at Today’s Best Western,” inspiring summer travel with clever tie-ins to the movie. Calls to action encouraged consumers to see the movie and book directly at bestwestern.com for increased value. Pairing recognizable Toy Story 4 characters with Best Western messaging positioned the brand as a modern travel partner for family and youth audiences. The campaign communicated that “summer travel comes to life at Today’s Best Western” and that Best Western could help families “see the world this summer,” because “the sky’s the limit for summer adventure” to play on themes from the movie. This creative storytelling was implemented across the campaign to appeal to its audience in a playful way across multi-channel, integrated elements.
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 2019 campaign resulted in impressive engagement rates, achieving established goals and objectives. Results for the integrated campaign include: - Display media generated over 3,300 clicks to bestwestern.com and 69% of total reservations on bestwestern.com - YouTube skippable video featuring Toy Story 4 clips delivered more than 2.1 million video starts and 241k+ completed views to date - Co-branded social posts on Best Western’s channels delivered more than 10.7 million impressions and 54k+ engagements - 2,100+ North American hotels displayed in-property assets prominently in lobbies - More than 500,000 travel cards were distributed as part of the promotion - $118M total during the Toy Story 4 opening weekend, setting the record for fourth-largest launch for an animated film to date and third film in 2019 to cross $100 million during opening weekend, behind “Captain Marvel” and “Avengers: Endgame.”
Entry Title
Best Western’s 2019 Disney Summer Partnership
Division
Advertising
Sub-category
Advertising Campaign
Category
Youth
Classification
Entry Award:
Gold, Platinum