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 overall goal of Best Western’s 2019 spring promotion was to reach travelers at multiple touchpoints to drive direct online bookings at bestwestern.com. The brand’s specific marketing objectives for the promotion included: - Increase loyalty and retention among Best Western Rewards members by offering them a special promotion - Leverage innovative marketing strategies and techniques to connect with today’s modern travelers - Drive enrollments into the award-winning Best Western Rewards loyalty program - Encourage guests to book directly at bestwestern.com - Drive hotel reservations during the spring season and incentivize future bookings - Generate awareness for BWR’s “Stay 2X and Get a Free Night” messaging campaign and educate members on the benefits of the reward’s program.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Best Western’s Spring Promotion messaging strategies targeted BWR’s more than 30 million core and elite-level members as well as potential members. Some of the specific audiences targeted across business and leisure categories in both Canada and the United States included: - BWR members who book with Best Western’s preferred partners including AAA, CAA, and AARP - Digital-savvy millennials who are active on social media - Travelers in-market, looking for a place to stay using wayfinding apps like Waze - Families with children and parents who make travel decisions for their families - Budget-minded travelers who are interested in loyalty redemption opportunities - Road warriors who travel frequently for work and are interested in convenient amenities - Motorcycle enthusiasts who need convenient and comfortable accommodations while on the road
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
In an evolving media landscape, reaching today’s traveler requires a smart, dynamic marketing strategy across traditional, digital and innovative media. With that in mind, Best Western focused on engaging guests along multiple points in their customer journey, reaching them at critical moments along the path to booking. The campaign strategically included a fully integrated media plan that utilized digital display banners, social media, search, geolocation ads, linear TV and digital video to extend Best Western’s promotional reach. Best Western used data-driven targeting strategies across mobile and desktop channels in U.S. and Canadian markets to convert in-market travelers to book. The campaign leveraged tiered retargeting strategies to serve customized creative variations to match the right consumer. For example, Best Western served customized displays featuring AAA messaging to users who visited bestwestern.com/AAA to make a clear and relevant connection to their experience.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The campaign’s digital creative strategically messaged that guests can “Stay 2X and Get a Free Night,” while leveraging visuals like a modern businesswoman and a variety of hotel brands to illustrate how Today’s Best Western offers a diverse brand portfolio, each designed to meet the needs of today’s modern travelers. The campaign focused on competitive conquesting tactics that targeted travelers on the road and enticed them to choose Best Western by showing value with promotional messaging and ease of booking with tap-to-map directions from their real-time location to the nearest hotel location. For example, knowing that 43% of road trippers book hotels while en route, Best Western partnered with Waze to use location-based data to target users looking for a nearby hotel. The CTA “Drive There” brought ease to the user by allowing them to receive direct navigation to the hotel, proving to be highly successful with 515,000+ navigations YTD.
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.
As part of the brand’s loyalty strategy, the spring promotion supported Best Western Rewards 49% contribution of brand revenue fiscal year to date in 2019. These results demonstrate that the brand’s spring campaign helped to improve the brand’s overall bottom line while also attracting loyal customers. Best Western’s 2019 spring promotion was considered highly successful, delivering the additional results: - More than 44,500 gross reservations booked through bestwestern.com via digital media - More than 100,000 free night vouchers issued to loyal members. - More than 101 million digital advertising banner impressions - More than 15 million impressions from OTT and CTV platforms - More than 37 million impressions from social media platforms - More than 79 million digital video impressions - More than 15 million native advertising impressions
Entry Title
Best Western’s 2019 Spring Promotion
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Integrated Market Campaign for Consumers (B2C)
Classification
Entry Award:
Bronze