Adrian Awards 2017
image image image image
Click on Image to Enlarge.
Entry Title
Best Western Virtual Reality Experience
Division
Public Relations
Category
NEW - Experiential
Sub-category
PR Campaign
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 Best Western at the top of the hospitality industry’s tech leaders – showing the potential of new technological advancements as well as giving insight into even greater future possibilities. • Gain industry recognition and create conversations on how VR can be used to show consumers the experiences that await them during their stay at a Best Western. • Develop a culture of transparency and show guests how Best Western’s brands have evolved over the past 70 years. • Help Today’s Travelers understand the differentiation between each of Best Western’s ten brands. • Reinvent the way that guests can view hotels before even stepping foot on the property.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audiences for Best Western’s VR program are mostly travelers on the consumer-facing side. In addition, Best Western wanted to connect with hotel owners and developers and potential owners and developers. By connecting with key consumer and trade media, in addition to directly with these audiences, Best Western told the story of company innovation in the tech-era.
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 bring BWVRE to fruition, BW partnered with Google Street View to gather 1.7 million photos of its 2,200+ North American hotels. Using Google Street View Technology along with customized narration and music, BWVRE creates an engaging, story-telling experience and sets a new industry standard for virtual reality. To craft the videos, BW paired the photos with 8K resolution videos, the current highest ultra-high definition video available. Currently, every Best Western branded hotel in North America has implemented BWVRE. Plus, the tours are available on all platforms that are supported by HTML5, including Google Maps, Google Search, YouTube and Facebook. BWVRE is reinventing how guests make plans, giving them more true-to-life information and connection than ever before. Travelers are transported into the spaces and can inspect everything from the layout of the space, to the quality of the furniture, to the nap of the carpet on the floors.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
• BW Hotels & Resorts is at the forefront of hospitality innovation and has given guests the opportunity to see the property prior to booking with BWVRE – including lobby space, fitness rooms, meeting spaces, guestrooms and exteriors. Guests can see every detail. • There aren’t any surprises upon check-in, as guests have already had the opportunity to view property details before arrival. • By incorporating new, cutting-edge technology and fresh designs, BW has started to change long-held perceptions of the brand. • BW’s new VR experience is just part of a $2 billion brand refresh initiative aimed at better connecting with the technologically-savvy travelers of today and creating lasting experiences that mark the brand as a fresh, new leader in the world of technological innovation, brand experience and customer convenience.
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.
• All 2,200+ North American properties have successfully implemented BWVRE. • Best Western has started to change long-held perceptions of the brand and has begun to establish itself as a true innovator in the hospitality industry. • Today’s Travelers are beginning to better understand the differentiation across all ten brands. • Best Western has successfully been positioned as a hospitality industry tech-leader and has showcased how VR can be used to give consumers an immersive journey of the experience that awaits them on-property.
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’ BWVRE and VR training program implementation were part of Best Western Hotels & Resorts’ monthly public relations agency retainer.
Entry Award:
Gold