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?
In preparation of the first GLo in Canada, BWHR’s Communications and PR team sought to: • Highlight BWHR’s exponential growth within the Canadian market and beyond – particularly their boutique hotel offering GLo – a refreshing and energetic new construction brand that is breaking the suburban cookie-cutter hotel mold; • Reach the intended audience within the lodging sector of management companies, potential developers and ownership groups through securing a top-tier feature story in a respected trade publication; • Showcase BWHR’s ongoing dedication to innovation to meet the needs of today’s travelers while further securing the brand’s powerful place as an innovator in the growing midscale market.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience for this placement was the Canadian hospitality industry, independent hoteliers and developers (prospective members) that know and love BWHR’s brands.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
To maximize results of GLo Kanata Ottawa West’s opening, BWHR’s Communications team and PR agency executed a familiarization (FAM) trip welcoming key Canadian journalists to experience the brand. The FAM strategically aligned with the hotel’s grand opening ceremony, giving media access to brand executives, local dignitaries and more. Prior to the FAM, the PR agency researched and vetted a group of key Canadian hospitality journalists. The PR agency identified Colleen Isherwood, President and Editor of Canadian Lodging News, as a top media target. With more than 12,000 UMVs, this outlet was identified as the perfect vehicle to generate local buzz and wider momentum for the brand within the industry. The PR agency sent Colleen a tailored invitation. Upon receiving confirmation, the agency arranged travel accommodations and provided a detailed itinerary which included group dinners, on-site breakfasts, one-on-one interviews with BWHR’s CMO Dorothy Dowling and a property tour hosted by t
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Key messages the PR agency aimed to deliver in this feature included: • The BWHR portfolio offers distinctive brand options to hotel owners and travelers in the majority of chain scale segments, inclusive of GLo, its new innovative brand in the upper-midscale hotel market, which was designed with today’s traveler in mind, featuring digital keys, concierge and communal workspaces. • GLo Kanata Ottawa West is the first to arrive for the brand in Canada, marking an exciting milestone for Best Western® Hotels & Resorts. • GLo is designed for savvy travelers who expect the best in value, design, and comfort. • GLo is a winning option for independent hoteliers, as it affords them access to BWHR’s global support network while maintaining their individuality.
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.
The story ran online just after the grand opening event, providing a timely overview of GLo’s arrival in the Canadian Market and creating buzz for Today’s Best Western and the company’s ongoing evolution. With an ad value of $113.70 and reaching 12,259 UMVs, the placement highlights how GLo is designed with today’s traveler in mind with digital keys, concierge and communal workspaces, making it a powerful innovator in the growing upper-midscale market. Imagery and key message pull-through was a success, quoting SVP and CMO Dorothy Dowling, Hotel Owner Arif Sharriff and City Councilor for Kanata South Allan Hubley. After the opening event, there was an increase in visits to the GLo microsite, with more than 6% of all global visits coming from Canada. Today, the brand continues to grow at an impressive rate, as a result of the exposure generated from this placement and others surrounding the launch, with six properties open around the world and another 26 in the global pipeline.
Entry Title
CanadianLodgingNews.com - Modern and Energetic Boutique Hotel Brand GLo® Arrives in Canada
Division
Public Relations
Sub-category
PR Single Item
Category
FEATURE PLACEMENT ONLINE - Trade Media
Classification
Entry Award:
Bronze