Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?The primary objectives were to: • Tap a key hotel trade publication to tell the story of BWHR’s innovation and evolution with those who follow industry news; • Secure timely news coverage of BWHR’s Convention announcements that would underscore the strength of the BWHR family of brands in the hospitality market and its ongoing commitment to innovation; and • Emphasize what an exciting time this is for the company and tee up the bright future ahead.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.The target audience for coverage surrounding Convention was industry professionals and developers (prospective members) including hotel ownership groups and management companies who would be interested to learn about today’s Best Western and the company’s ongoing evolution.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?First, BWHR’s PR agency researched and vetted a target list of travel and hospitality trade media who were ideal targets to attend Convention. The agency identified Lodging Magazine’s Digital Editor Christine Killion, who covers hospitality news, as a prime media attendee. It was determined that this publication, reaching nearly 30,000 UMVs within the hotel and lodging industries, would be the perfect vehicle to generate widespread recognition across the industry for the company’s evolution, focusing on growth, technology and loyalty. The PR agency sent Christine a tailored invitation, offering exclusive one-on-one interviews with BWHR executives. Upon receiving confirmation, the agency arranged travel accommodations and provided a detailed itinerary for the two-day event that included a group media dinner, participation in the Convention general session and interview times.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?• BWHR may have 70+ years under its belt, but if the latest news coming from the company’s recent annual Convention is any indication, there is much more innovation to come from the iconic hotel brand. They are just getting started! • BWHR has substantive plans to grow its presence both domestically and abroad with innovative technologies, guest satisfaction practices, and loyalty program enhancements. • Today’s Best Western is a forward-thinking, modern brand that understands the evolving needs of today’s travelers. • BWHR remains ahead of the competition in an ever-changing environment, consistently introducing unique, innovative technology initiatives.

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.The story appeared online immediately following Convention, providing a timely and comprehensive overview that communicated how BWHR continues to innovate and appeal to today's tech-oriented customers as well as the next generation of hotel owners through new initiatives, including: • New brands and conversion opportunities; • Driving business travel; • Artificial intelligence; • Expanding BWR perks; and • New Prototypes and growing scale. Use of imagery and message pull-through was outstanding, quoting President and CEO David Kong, SVP and CMO Dorothy Dowling and 2018 Board Chairman Jim Cosgrove. The piece was read by 29,273 UMVs – 100% of whom are in the exact target audience – 100% of whom are in the target audience, the hospitality technology segment – with an ad value of $271.51.

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 TitleLodgingMagazine.com - Best Western Leans into the Future During Its 2018 North American Convention and Conference

DivisionPublic Relations

Sub-categoryPR Single Item

CategoryFEATURE PLACEMENT ONLINE - Trade Media

Classification