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 goal of the Own the Road campaign was to intercept business and leisure travelers en-route to their destination, using customized messages at key interception points to drive increased bookings at nearby Best Western hotels. Success was measured using: • Visits to Best Western properties from devices exposed to campaign within a 14-day attribution window • The number of exposed devices with visits to Best Western properties observed within the attribution window • Visit rate for users exposed to “Own the Road” ad placements: Gas Stations, Billboard, Mobile
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Best Western brand research showed: • 49% of Best Western revenue is walk-in business • Best Western guests spend more time on the road than their competitors • Best Western customers visit gas stations, casual dining establishments, car rental offices and retail stores more than the average person With this data in mind, the target audience for the Own the Road campaign was: • Business & Leisure Travelers (“Roadtrippers”): Consumers who are seen 50+ miles away from their normal dwelling; Business travelers were identified by day-of-week stays • Best Western Loyalists, including AAA and CAA members: Consumers who are seen at Best Western hotels multiple times within the last 90 days or have made purchases using AAA/CAA discounts on their credit cards • Competitor Loyalists: Consumers who are seen at competitor hotels multiple times within the last 90 days
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Through its own research and data, Best Western knew converting the en-route traveler was a huge opportunity for the brand. This campaign isolated specific locations that over index for Best Western guests, illustrating key inception points that could be used to win new business: •Tap-to-map display showcasing nearby Best Western properties identified key audiences based on observed location behavior sourced from mobile phones •:30 internet radio ads identified key leisure and business traveler audiences based on their online behavior •Gas station screen ads were digitally placed where target audiences are most observed traveling, during peak travel times of day •Digital billboard locations were determined by highest indexing traveler, en-route to a Best Western •:60 host-read Best Western podcast ads played during hand selected podcasts with an emphasis on sports and technology with a high reach against Best Western targets: males and females, ages 25-44, in the U.S. and Canada
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The Own the Road campaign strategically promoted Best Western’s summer offer with each touchpoint, offering a $20 gift card after your first stay. Key messages communicated to en-route road warriors that Today’s Best Western is vibrant, has stylish accommodations and offers important amenities such as free Wi-Fi, complimentary breakfast and a lucrative, best-in-class rewards program. Many of the ads also illustrated the locations of Best Western properties, capturing travelers and navigating them directly to a nearby hotel.
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.
Through the combination of media placements, including online radio and podcast ads, the Best Western Own the Road campaign was well positioned to reach “Road Warriors” when they are most likely to walk-in to their nearest Best Western. The campaign was a success for the brand. The radio and podcast ads were an integral part of the overall campaign and contributed to the following results: • More than 66,000 visits to Best Western hotels across the US & Canada • More than 712,000 engagements with the Best Western brand • Video view rates 13% above benchmark
Entry Title
Best Western’s Own the Road Campaign
Division
Digital Marketing
Sub-category
Digital Single Item
Category
Mapping & Location Marketing
Classification
Entry Award:
Silver