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. Specific objectives for the “Own the Road” campaign included: • Drive walk-in hotel bookings • Generate awareness around Best Western’s summer promotion offer • Educate travelers on Best Western’s amenities, including free Wi-Fi • Leverage innovative and first to market targeting capabilities to convert en-route travelers • Isolate specific locations, such as gas stations, casual dining, coffee, retail, that over index for Best Western guests • Reach “Road Warriors” when they are most likely to walk-in to their nearest Best Western

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.Using historical brand data to identify key target markets, Best Western reached the below audiences through the Own the Road campaign: • Business & Leisure Travelers (“Roadtrippers”), defined as consumers seen more than 50 miles away from their normal dwelling o Business travelers were identified by day-of-week stays • Best Western Loyalists, including AAA and CAA members, defined as consumers 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, defined as consumers seen at competitor hotels multiple times within the last 90 days • Travelers who book hotel accommodations while on the go

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?Through its own extensive research and data, Best Western came to understand converting the en-route traveler was a huge opportunity for the brand. 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 This campaign isolated specific locations that over index for Best Western guests, illustrating key inception points that could be used to win new business. One such inception point was digitally placed, high impact ads in premium roadside billboards targeted to road tripper audiences, as research showed 5 in 10 report searching online for respective brand after seeing their billboard. These ads were digitally served where Best Western key audiences are most observed traveling, during peak travel times of day, based off mobile GPS data.

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 a customer’s first stay. Key messages communicated to en-route road warriors that Today’s Best Western is vibrant, has stylish accommodations and offers important amenities including free Wi-Fi, complimentary breakfast and a lucrative, best-in-class rewards program. The billboard placements featured imagery specific to the state in which it was served, keeping local Best Western hotels top of mind for en-route travelers. By including messaging surrounding Best Western’s free Wi-Fi, the billboards also targeted key business audience segments.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

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 digital out-of-home billboards across North America, the Best Western Own the Road campaign was well positioned to reach “Road Warriors” in the moments that matter most – when they are most likely to walk-in to their nearest Best Western. The campaign was a success for the brand. The digital billboards were an important component of the overall campaign and contributed to the following results: • More than 66,000 visits to Best Western hotels across the US & Canada • +712,000 engagements with the Best Western brand, • Video view rates 13% above benchmark

Research, Planning and Implementation
What research was conducted prior to planning the initiative? Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts. Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication
What were your key messages? How did you differentiate your messages? What was the purpose of the communications? How did you communicate your actions to the target audience? What other stakeholders or media did you approach for assistance?

Results and Impact
What results had the greatest impact on your target audience? What results were directly tied to the HSMAI Foundation Mission? Which of your original goals was achieved? Please comment on the process and the outcomes. What measures were used to determine success? How was the data collected? What is the status of the initiative now – will it continue? Was it effective? Will it be used continuously? Will you help others use the initiative to help the industry meet its needs for exceptional talent? How?

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

Entry TitleBest Western’s Own the Road Campaign

DivisionAdvertising

Sub-categoryAdvertising Campaign

CategorySignage - Outdoor/Transient

Classification