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 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:
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.
Entry Title
LodgingMagazine.com - Best Western Leans into the Future During Its 2018 North American Convention and Conference
Division
Public Relations
Sub-category
PR Single Item
Category
FEATURE PLACEMENT ONLINE - Trade Media
Classification
Entry Award:
Silver