Adrian Awards 2017
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Entry Title
BW Baggage Bucks
Division
Public Relations
Category
NEW OPENING/LAUNCH
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?
• Introduce an industry-first perk in the loyalty space. • Continue Best Western’s commitment to provide guests with an industry-leading rewards program and look for ways to provide tremendous value and instant gratification. • Help put money back into the pockets of BWR members. • Capitalize on BWR’s recent refresh and hammer home the loyalty program’s points of differentiation. • Illustrate Best Western’s commitment to bringing “real value” to its guests, in comparison to industry competitors, helping shift market share at a time when – due to compression – many travelers may feel lost or left behind.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience for BW Baggage Bucks was BWR members, members of competitor loyalty programs and business or consumer travelers looking to find a new rewards program that was right for them. Best Western’s PR team planned to reach that audience by securing coverage with consumer media throughout the U.S.
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 the frustrations of many airline travelers and wanted to help them save money. Coming on the heels of a recent refresh of the BWR program, the company understood that it needed to add another perk that underscores the instant rewards that can be earned by its most loyal customers. The new tagline for the company’s loyalty program – Go.Get.Rewarded. ® – demonstrates commitment to delivering an exceptional customer experience through a simplified, meaningful and rapid rewards program. Best Western implemented BW Baggage Bucks at its hotels around North America to bring true value to the rewards member. The company needed to keep it simple to ensure that the program would be able to launch in a timely manner. Best Western’s PR team put in place a strategy to bring the promotion to market quickly. The team pulled together a press release and conducted outreach to consumer outlets across the U.S to ensure traveling BWR members could jump on the opportunity.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
• Best Western wants to put money back into the pockets of its BWR members. • Best Western will continue to provide BWR members with innovative and valuable perks. • Coming on the heels of a recent refresh of Best Western’s BWR program, the BW Baggage Bucks program underscores the instant rewards that can be earned by the company’s most loyal customers. • BWR continues to outpace the competition and offers BWR members opportunities that competitors don’t. • BWR allows members to earn tremendous value during stays across all Best Western brands.
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.
• BW Baggage Bucks was implemented at all North American properties. • Best Western’s PR team secured coverage by USA Today, Loyalty360, The Desert Sun, Business Traveler USA and others totaling 4.3 million impressions and more than $43,000 in ad value. • The initial launch in May was so successful that Best Western elected to bring the perk back during the summer, and it is now expected to be rolled in as a core offering in 2017/18.
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 BW Baggage Bucks was included as part of Best Western Hotels & Resorts’ monthly public relations agency retainer.
Entry Award:
Bronze