Adrian Awards 2017
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Entry Title
Best Western Growth Hinges on New Brands
Division
Public Relations
Category
FEATURE PLACEMENT ONLINE - Trade Media
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?
The objectives for securing coverage with Hotel News Now during Convention included: • Communicate Best Western’s evolution to the media and thus, the consumer. • Highlight how the brand continues to develop and evolve and that the consumer has choices when picking across each of the seven brands. In addition, highlight the company’s newest white-label brand – SureStay – to show that it now has an option for those seeking a quality experience at an economy hotel price. • Update members on the progress of new brands. • Share the company’s vision to refresh its rewards program. • Inform members of the company’s new BestWestern.com powered by its new digital platform as its latest endeavor to optimize and streamline the customer experience across all digital channels. • Provide pipeline updates for GLo, Vib, Best Western Premier and BW Premier Collection.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience for this coverage was Hotel News Now. Read by key hospitality industry professionals, Hotel News Now would help Best Western share information from Convention with the correct developers, investors, owners and hotel staff members.
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.
Best Western recognized that its annual Convention was the ideal opportunity to communicate the company’s progress to its members and in front of key members of the trade media. Therefore, multiple Best Western executives gave remarks incorporating key marketing messages regarding how far the company has progressed. Best Western’s public relations team researched the correct media contacts – including Hotel News Now – to help tell the story, and put together a carefully scripted agenda of activities to help media attendees gather as much information as possible. Media were invited to attend organized activities that included a media dinner, general session, press conference, one-on-one interview opportunities and media activity with Best Western representatives. In addition, the PR team assisted Hotel News Now and gathered further information shared at Convention to help finalize the story.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
• Best Western has aggressively transformed itself to be an exciting and relevant brand and continues its evolution to focus on the needs of Today’s Travelers. Best Western is already 50 percent complete with its reimagined brand identity designed to help clarify its exceptional offerings and broaden its appeal with a contemporary, energetic and relevant look. • The brand is focused on meeting the evolving needs of Today’s Traveler through technology integration, social engagement and consistent service. • Best Western offers an expanded line of brand offerings that appeal to a broader range of customers and developers and continues to sharpen what those brands mean to the guest. • Best Western’s development pipeline is impressive and continues to grow across all brands. • Best Western has begun a rewards program refresh to boost membership. • Best Western has come a long way in a very short period of time.
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.
• Hotel News Now published a recap of the full convention, sharing the news with its more than 160,000 unique monthly visitors. The outlet’s audience is made up of hotel owners, hotel operators, hotel investors, hotel developers, management companies and franchise executives. Plus, most of the outlet’s readers hold leadership roles and have reported being key decision makers in their companies, creating the perfect audience with potential to grow the reach of Best Western’s properties and reputation. • All key messages were shared in the article, including very favorable mentions of the company’s key brand refresh initiatives showcasing technological advancements, new brands including the company’s first “white label” franchise concept and a refresh of Best Western Rewards. • The article also highlighted the company’s international pipeline and pending new construction.
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 surrounding Best Western Hotels & Resorts annual convention was included as part of Best Western Hotels & Resorts’ monthly public relations agency retainer. Out of pocket expenses included costs for journalists traveling to the Convention. Approximately $17,500 was spent on costs including airfare, hotel, accommodations, gifts, and networking events.
Entry Award:
Bronze