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. 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:
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
Entry Title
Best Western’s Own the Road Campaign
Division
Advertising
Sub-category
Advertising Campaign
Category
Signage - Outdoor/Transient
Classification
Entry Award:
Silver