Adrian Awards 2019
Click here for original picture.
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Best Western’s marketing objectives for the summer promotion included: - Increase loyalty, retention and activations among Best Western Rewards members by offering them a special promotion through personalized ad engagements - Drive enrollments into the award-winning loyalty program, Best Western Rewards - Increase hotel reservations via bestwestern.com during the summer season and incentivize future bookings - Educate guests on Today’s Best Western and the brand’s modern amenities and exciting new hotel brands. - Leverage innovative marketing strategies and techniques to connect with today’s modern travelers
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Best Western’s Summer 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 and Best Western brand loyalists 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?
Best Western’s digital approach included extensive retargeting strategies to deliver messaging to users who visited bestwestern.com or bestwesternrewards.com on the pathway to purchase but who did not book. This data-driven approach allowed for strategic ad placement that captured consumers when they were at peak interest for booking. To reach new guests, the summer promotional campaign used key strategies for winning consumers by focusing on competitive tactics to target new travelers. Knowing that, in 2018, 49% of Best Western’s business came from walk in bookings, Best Western targeted prospective guests on the road in need of a hotel by showcasing Today’s Best Western’s modern amenities and rewarding experiences through DOOH Billboards, podcasts and video placement via gas station TV screens, proving to be highly successful with +712,000 engagements YTD.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The 2019 summer promotion delivered high-impact creative messaging that strategically reflected the offer. Imagery and messaging included an emphasis on leisure and family visuals, attracting guests to book to receive a $20 gift card “after your first stay” and that “it’s not too late” to take advantage of the promotion. The campaign focused on 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. Best Western partnered with Verve to target prospective travelers while on a road trip and in need of a hotel. Through creative imagery that showcases Today’s Best Western and promotional messaging, the tap-to-map user experience allowed guests to “scroll down to view the closest Best Western” and then provided easy tap to map directions from their real-time location to their nearest Best Western property.
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 summer promotion supported Best Western Rewards 49% contribution of brand revenue fiscal year to date in 2019. These results demonstrate that the brand’s summer campaign helped to improve the brand’s overall bottom line while also attracting loyal customers. Best Western’s 2019 summer promotion was highly successful, delivering the additional results: - More than 36,644 gross reservations booked through bestwestern.com via digital media - More than 127 million digital advertising banner impressions - More than 24 million impressions from OTT and CTV platforms - More than 54 million impressions from social media platforms - More than 103 million digital video impressions - More than 42 million native advertising impressions
Entry Title
Best Western’s 2019 Summer Promotion
Division
Digital Marketing
Sub-category
Digital Marketing Series
Category
Loyalty Series
Classification
Entry Award:
Silver