Adrian Awards 2017
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Entry Title
David Kong One of Industry's Ten to Watch
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?
• Position David Kong as one of the most experienced and successful leaders in the hospitality industry, leaving a legacy of innovation and forward thinking as he heads into his final CEO term for Best Western. • Showcase how Best Western is outpacing the competition in RevPAR and continues to win a significant number of industry awards and accolades, under Kong’s leadership. • Share the story of the company’s brand refresh and how Best Western continues to reinvent itself in its 70th year. • Explain the differentiation between Best Western’s brands and encourage hotel owners to consider a wide-range of offerings available across all seven brands and Best Western’s white-label, SureStay. • Build the property’s pipeline across all brands.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The targeted audience for this particular media relations push included current franchise members, potential franchise investors, owners and/or developers as well as industry leaders with the end goal of building continuing trust and developing interest from developers in new BW concepts. With a targeted readership of travel and hospitality industry leaders, Hotel Business was the ideal outlet to target to help tell the story of Kong’s innovative mindset.
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.
Spreading awareness of Best Western’s brand refresh and Kong’s essential leadership role is a major component of the company’s overall brand building and growth strategy. The company’s PR team developed a variety of press releases announcing ongoing achievements from the refresh and highlighting Kong’s thoughts, involvement and success in each part of the plan. Through targeted outreach, the team was able to secure Kong as one of ten executives to watch with Hotel Business. The publication’s readership includes the correct targets for Best Western as the company continues to expand and undergo new major initiatives. This feature was essential to telling the story of just how far the company has come in the last few years and showcase where it’s going as it continues to progress.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
• Kong is one of the most experienced, effective leaders in the travel industry and has helped BW outpace others in RevPAR, performance awards and by creating a wide range of buy-in opportunities for developers/owners across the chain scales with multiple, profitable brand offerings. • Kong creates strategies with a team of lead executives who research and thoroughly weigh the possible outcomes of all ideas. • The launch of Best Western Hotels & Resorts’ first white-label brand, SureStay, offers a valuable investment opportunity to a whole new segment of investors and relaxes brand standards while still providing the same first-class support. • Despite how far the company has come in such a short period of time, Best Western will never stop moving forward and will continue to improve its already award-winning brands, digital platforms and overall guest experience.
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.
• Kong’s inclusion in Hotel Business’ “Ten to Watch” list gave reliable, third-party confirmation of his success as a leader and the overall strength of the Best Western brand. • The article offered an in-depth interview with Kong, sharing the brand’s achievements, his insight into the industry and current projects. Giving Kong a stage to share his team’s achievements provides a positive boost to his reputation and promotes the success of BW’s brands under his leadership. • While nine other company executives were featured, the impact on this particular placement for BW was significant. The company continues to grow and currently has an impressive pipeline of 250 properties across North America, including nearly 30 SureStay properties that have opened since the placement with 20 in the pipeline. • Following the placement, the company completely revitalized its award-winning digital platforms, has increased its pipeline for Vib and GLo, expanded BWPC and secured more industry awar
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 heightening David Kong’s reputation, visibility and leadership of Best Western Hotels & Resorts is included as part of Best Western Hotels & Resorts’ monthly public relations agency retainer.
Entry Award:
Silver