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?
BW Travel Zone refreshed Best Western’s online presence, and made way for new marketing objectives which included: • Develop a comprehensive organic and paid social media plan to accompany the launch of BW Travel Zone • Drive traffic to BW Travel Zone and create engagement and buzz • 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.
The social media campaign for BW Travel Zone targeted 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. Visually rich design elements were incorporated across the site, which translated seamlessly to social platforms, where users seek out aspirational travel content. Best Western used previous social performance to plan and execute a successful social media takeover across the brand’s social channels over a span of six weeks. The launch plan included: • A social media takeover including header images, organic posts, promoted posts and social advertising across channels including Facebook, Instagram, Instagram Stories, Twitter and YouTube. • A custom video to educate users on the purpose of the site, shared on brand social media channels as part of the takeover Through ongoing social posts, Best Western drove home the message that BW Travel Zone was the premier new resource for travel planning and inspiration.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The BW Travel Zone launch campaign announced the launch of BW Travel Zone, creating awareness and driving traffic to the site. It messaged to users that BW Travel Zone was the ultimate hub for current trends in travel, trip inspiration, information around Best Western Rewards perks and more. Social posts not only engaged viewers with stunning, aspirational visuals, but also provided a seamless conduit to take them from social media to the brand’s content hub. Travel planning can be stressful, and the number of online travel resources overwhelming. By driving the user directly to a comprehensive travel hub, Best Western serves to eliminate these struggles for the digital native.
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 was introduced to the public through an exciting social media takeover across Best Western’s social channels over a span of 3 months and in that time drove impressive engagement results: • 51 unique and aspirational posts supported the launch across Best Western’s social media platforms. • The campaign resulted in a total reach of 1.7 million. • The takeover resulted in 4.4K total engagements including likes, comments and shares on Facebook and Instagram, and likes, replies and retweets on Twitter. • Traffic from social channels increased 835% compared to YMBT, an enormous improvement. • Other impressive results include a 281% increase in launch to date homepage views over its predecessor YOY. • The new site also saw a 28% increase in users and a 45.5% increase in pageviews YOY.
Entry Title
Best Western's Launch of BW Travel Zone
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Social Media Campaign
Classification
Entry Award:
Silver