Adrian Awards 2017
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Entry Title
Best Western Reviews Year of Success at Convention
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?
• Communicate Best Western’s evolution to the media and thus, industry professionals. • 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 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, BW Premier and BW Premier Collection.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
News from the annual convention covering company achievements and plans was targeted for Best Western franchise members as well as potential developers, investors and/or owners. By distributing news of Best Western’s achievements to industry publications, the company’s PR team hoped to connect with C-suite executives at various hotel brands, individual hotel owners, hotel developers and analysts to showcase Best Western’s innovative leadership and profitable achievements in this highly-competitive market. By increasing its visibility, Best Western aims to inspire developers, owners and property managers to invest in the Best Western properties to aid the company’s growth strategy.
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 Lodging – 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 Lodging 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 become 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.
• The Lodging feature hit on all key messaging points shared at Convention – including progress on BW’s new brands, reimagined brand identify, Best Western Virtual Reality Experience implementation, SureStay launch and revamp of the company’s digital platforms. The feature connected with Lodging’s readership of more than 37,000. • The feature incorporated important quotes shared by President and CEO David Kong at Convention. • Since the publication date, Best Western’s pipeline has increased by more than 30 properties.
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 publicizing announcements made at Best Western Hotels & Resorts’ annual convention was included as part of the company’s 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:
Silver