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?
Best Western’s marketing goals for its TripAdvisor 360 Tours campaign sought to: ? Deepen customer engagement and increase brand awareness with exciting 360-degree content ? Maintain a strong presence during online travel planning by delivering highly relevant messaging to users to stay top of mind ? Leverage VR technology to drive purchase intent and bookings through bestwestern.com ? Position Best Western as a leader in the hospitality industry through first-to-market, exclusive and innovative advertising opportunities ? Showcase Best Western’s modern amenities, loyalty benefits and rich promotions, each designed to meet the needs of 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 TripAdvisor 360 Tours campaign leverages the platform’s extensive reach as one of the world’s largest travel sites, reaching more than 385 million unique monthly visitors and generating more than 350 million reviews. Through the partnership, Best Western targets content to the right person at the right time, delivering branded messaging to users at critical moments in the path to booking. Using a strategic mix of targeting and retargeting tactics, the campaign serves ads to users based on their content interests, habits, travel intent and more using Best Western’s own CRM data and TripAdvisor’s first-party data. The campaign retargets audiences who viewed specific Best Western properties or competitor properties on TripAdvisor. Using behavioral targeting, the campaign also serves to budget, business and leisure travelers, as well as affinity audiences such as AAA and CAA travelers.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Best Western found success in virtual reality long before the technology’s mass acceptance. In 2016, the VR industry generated $3.7B in global revenue and by 2020, the industry is expected to generate more than $20B. Research proves 360-degree video ads drive 7% higher purchase intent compared to traditional video ads. Best Western’s early adoption and investment in rich 360-degree content has established the brand as an industry innovator. Best Western’s TripAdvisor 360 Tours campaign engages users with a 360-degree tour of Best Western properties, offering an immersive experience for prospective guests. A digital display ad is served to targeted audiences, prompting them to click through to view Best Western’s 360-degree content. Based on the user’s interests, a 360-degree hotel tour is dynamically served, which is relevant to a destination the user showed interest in. The ads populate the hotel’s TripAdvisor rating to further entice users to book.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The campaign communicates that today’s Best Western offers options to meet the needs of today’s modern travelers. As the first-to-market hospitality partner, Best Western positioned itself as an industry leader in adopting engaging technology to improve the guest experience. The campaign was designed to engage users at key moments in research and travel planning. Best Western’s TripAdvisor 360 Tours campaign encouraged users to “Experience Today’s Best Western in 360-degrees” with its hotel tours. The ads dynamically displayed relevant information on specific Best Western branded hotels, pulling in city names, hotel names, TripAdvisor bubble ratings and a 360-degree property video. Each video gave users an immersive look at important amenities like rooms, lobbies, breakfast areas and more, pulling from Best Western’s library of thousands of 360-degree property videos, which were developed as part of another industry-first initiative in collaboration with Google.
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.
2019’s innovative campaign was the result of Best Western’s long-standing relationship with TripAdvisor, which opened a door to be the first travel brand to deliver 360-degree content through the platform in 2018. With a strategy developed in partnership with unparalleled understanding of the travel category, the campaign leverages dynamic technology to serve travelers a customized message with specific rates, 360 videos and standard banners that speak to priority audiences at their peak time of booking interest. TripAdvisor’s modern advertising models served as a perfect platform to position Best Western as the premium booking choice for today’s travelers, with preliminary results showcasing a valuable return on investment in reaching and engaging prospective guests. The campaign generated more than 56K engagements and 359k+ interactions totaling to over 80k+ minutes spent interacting with the 360 videos over the 5-month flight.
Entry Title
Best Western’s TripAdvisor 360 Tours Campaign
Division
Digital Marketing
Sub-category
Digital Campaign
Category
NEW: Experiential
Classification
Entry Award:
Silver