Adrian Awards 2017
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Entry Title
Best Western - Lodging Magazine Cover
Division
Public Relations
Category
FEATURE PLACEMENT PRINT - Trade Publication
Sub-category
PR Single Item
First Name
Kelly
Last Name
Dalton
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
• Position David Kong as an innovative and effective leader and a frontrunner in creating effective brand strategies that don’t just follow the trends, but rather help to create them and achieve real, sustainable ROI for properties across multiple chain scales. • Position Best Western a leader in the hospitality industry – one that has undergone an extensive refresh and is aiming to connect with travelers seeking technology integration and social integration. • Time the cover feature to The Lodging Conference – a major industry conference – to generate more on-site buzz in the same city as Best Western’s HQ. • Highlight Best Western’s aggressive transformation into an exciting and relevant brand for Today’s Travelers. • Raise visibility and interest in the brand among potential investors, franchise owners and/or developers as well as industry leaders.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Best Western targeted brand building efforts to current franchise members, potential franchise investors, owners and/or developers as well as industry leaders. The print trade publication Lodging is read by more than 100,000. The publication’s audience includes American Hotel and Lodging Association (AHLA) members, hotel owners, hotel operators, hotel investors, hotel developers, management companies, franchise executives and those allied to the hospitality trade. Most of the magazine’s readers hold leadership roles and are key decision makers in their companies, lending the distribution of the article to land directly into the movers and shakers of the industry and those with the interest and ability to invest in and continue building the brand.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
To assist with spreading awareness of Best Western’s overall brand refresh and Kong’s essential leadership role in particular, the company’s PR team developed a variety of press releases announcing ongoing achievements from the initiative, from plans to invest $2 billion in property improvements and renovations across North America to creating a Best Western Virtual Reality Experience, VR training program and new brand expansion. A major component of the press releases and follow-up media pitches focused on positioning Kong as a formidable leader spearheading positive, profitable changes and effectively implementing brand innovations. The PR team landed a cover opportunity with Lodging following pitching efforts, which included an extensive interview with Kong.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
• Kong and Best Western continue refreshing the 70-year-old brand’s image by moving away from its roadside motel roots to become a contemporary, vibrant chain shaped with the youthful traveler and business traveler in mind. • With each new wave of change, Best Western has risen to the occasion by staying focused on its brand strategy to enhance its image and drive superior revenue to its hotels. • Kong is focusing Best Western’s efforts on building a broader customer base and strengthening brand loyalty. • Best Western will be making an additional major announcement and the best is still yet to come for the brand.
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.
Kong appeared on the September cover of Lodging, which was timed to The Lodging Conference in Phoenix, AZ to generate more on-site buzz during a major conference in 2016. • Within the publication, the story of Best Western’s 70 years in business spanned three pages, including recent development strategies and moments in time for the company. • More than 100,000 key readers were able to see Best Western’s growth story and progression towards a contemporary and relevant look. • The article offered an in-depth interview with Kong, sharing his success, industry insight and teasing of future developments, allowing his achievements to speak for themselves and raise the reputation of Best Western under his leadership.
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
The budget for PR efforts heightening David Kong’s reputation, visibility and leadership of Best Western Hotels & Resorts is included as part of Best Western Hotels & Resorts’ monthly public relations agency retainer.
Entry Award:
Bronze