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 new BW Travel Zone refreshed Best Western’s online presence, and made way for new marketing objectives, which included: - Develop a comprehensive content hub to house all external brand messaging through a cohesive, unique and distinct story - Develop long-term strategy for core content sections to build longevity into the site’s planning - Revitalize the execution of travel inspiration content to be modern, engaging and directly support the brand’s communication pillars - Focusing priorities on innovation, cultivating loyalty and fostering a vibrant dialogue between Best Western and its guests - Establish the brand as a digital leader and curator of relevant and entertaining travel content - Foster positive brand association with strong storytelling, differentiating Best Western from the competitive set - Position Best Western as an innovator in the digital space and travel industry - Engage key audiences and create new brand loyalists
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
BW Travel Zone targets the following audiences: - Best Western Rewards’ (BWR) more than 30 million members and Best Western brand loyalists - Travelers who are active on social media and curate travel content while engaging in relevant conversations online - Leisure travelers who are the primary decision-makers about travel in their household who are early in the planning process - Millennial travelers seeking inspiration for their next trip - Niche audiences, like family and business travelers, driven to the site to explore influencer content
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Best Western researched travel industry blogs and competitor content platforms to better understand what users and customers would find inspiring and engaging. What became clear was the many opportunities to elevate the quality of the brand’s existing efforts and create a more modern and engaging experience for the user that builds and nourishes a richer, long-term conversation between consumers and Best Western. Key features that were incorporated into the reimagination of the site: - Clean, mindful layouts with defined hierarchy - Image-heavy design, including photo galleries in lieu of articles - Thoughtful and relevant content categories to simplify search - Seamless integration of social platforms and featured social content - Distinct and unique brand voice across all collateral BW Travel Zone was introduced to the public through a social media takeover including paid and organic content across Best Western’s social channels over three months with a total reach of 1.7M.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The site foregrounds aspirational visuals, promotions and campaigns as well as seamless, integrated social content and advice from travel experts. One crucial improvement was building in a roadmap for future development that can easily be incorporated into the existing design. The Travel Inspiration section of the site has become a repository for more robust content for BW Travel Zone, with an eye to supporting customers at every phase of their journey – from dreaming to planning and finally to booking. Influencer and contributor written posts round out content by maximizing reach and engagement while building brand awareness across distinct travel audiences, like family travelers and millennials. Additional content categories on the site include #BWsmiles, designed to educated users on the campaign, humanize the brand, and tie smiles to Best Western Rewards, and Today’s Best Western, which serves as the key news center for Best Western brand news, events and updates.
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.
BW Travel Zone is still relatively new, but is surpassing stated objectives and has garnered impressive results since its launch including: • BW Travel Zone has garnered 79,350 site visits since its launch. • Increase in homepage views of 281% on Best Western Travel Zone Launch to Date over You Must Be Trippin’ Launch to Date. • 28% increase in site users • 45.5% increase in pageviews from YMBT to BW Travel Zone • Traffic from social channels has increased 835% - an enormous improvement.
Entry Title
Best Western's Launch of BW Travel Zone
Division
Digital Marketing
Sub-category
Digital Single Item
Category
Blog
Classification
Entry Award:
Silver