Adrian Awards 2017
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Entry Title
GLo Breaks Into Canadian Market
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?
• Announce the Canadian debut of Best Western’s newest brand, GLo. • Generate interest from possible developers, investors and owners in the Canadian market for the new GLo brand, highlighting brand advantages and high ROI potential. • Ensure that developers, owners, investors and guests understand that GLo is an ideal new-build opportunity for secondary locations and is perfect for guests of all ages. • Showcase GLo’s innovative design and cost-effective footprint. • Continue highlighting SVP and COO Ron Pohl as a thought leader on cost-effective new-build opportunities and room design for the right market.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
This message was targeted at developers, owners, investors and managers in the Canadian hospitality market. A feature in Canadian Lodging News connects with the magazine’s influential readership of decision makers and thought leaders in the Canadian hospitality market. Specifically, 50 percent of readers are owners or operators and 31.5 percent are general managers of hotels.
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 Hotels & Resorts conducted in-depth research into the wants and needs of Today’s Travelers to develop, design and roll-out GLo properties across North America. Designed to meet the needs of savvy, value-driven travelers in popular secondary, suburban and highway markets, GLo plans to hold a powerful position in the broad-midscale hospitality market. GLo’s success in the Canadian market hinges on promoting and creating excitement, confidence and buy-in from those north of the border. To break into the Canadian market, Best Western elected to make a strategic push into hospitality trade media outlets read by local hospitality decision makers and professionals. As the brand began moving forward with details for its first Canadian location, Best Western’s PR team created a strategic media approach and targeted a feature with Canadian Lodging News – a premier trade publication spread throughout the Canadian market.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
• Canada’s first GLo property, located in Ottawa, will break ground in 2017 with plans to open in Q1 2018. • GLo is perfect for business and leisure travelers in Canada – particularly for those traveling to secondary and tertiary locations. The hotel’s design is aimed at maximizing space while providing owners with above average profits. • There’s a differentiation between Best Western’s Vib and GLo – Vib is not intended for secondary markets, but rather, urban locations. • GLo delivers a much higher ADR per key than a hotel that would require a larger space to construct. • GLo’s unique design allows developers to save thousands on cost per square foot when measured with the brand’s competition.
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.
• Earned feature in Canadian Lodging News, which included an exterior rendering and room mock-up. The feature connected with the publication’s readership that consists of more than 30,000 Canadian hospitality industry professionals. • All key messages were shared and the feature highlighted the unique design/high ROI prospects of the new brand. The story incorporated a tone of enthusiasm and comprehensive interview with Pohl. Pohl’s comments within the piece helped continue his momentum as a thought leader on cost-effective new-build opportunities and building the right room for the correct market. • GLo’s pipeline continued to rise in Canada following publication. The Ottawa property has broken ground and is on pace to open in Q1 2018. There are currently 26 GLo properties in the pipeline throughout North America.
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 GLo’s entrance into the Canadian market was included as part of Best Western Hotels & Resorts’ monthly public relations agency retainer.
Entry Award:
Bronze