Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?When Best Western®Hotels & Resorts acquired the renowned global hotel brand WorldHotelsTM in 2019, the acquisition created competitive advantages for both companies. Best Western could now boast a portfolio of hotel brands in every chain scale segment and added a collection of approximately 300 one-of-a-kind properties in premier destinations around the world. WorldHotels would maintain its individuality while benefiting from a robust and scalable E-Commerce platform, award-winning rewards program, a global distribution network, and more. By coming together, both brands took their first steps toward a brighter future. Best Western was committed to unlocking WorldHotels’ potential and helping it grow in key markets. One way they approached this task was through a visually-powerful and richly descriptive video aimed at enhancing WorldHotels’ branding and showcasing its brand collections: Luxury, Elite, Distinctive, and Crafted. The branding video made use of stunning property imagery and detailed, informative messaging. It focused on outlining the distinct qualifiers and amenities that set each brand apart across its unforgettable properties, delved into the brand’s mindset and mission, and closed with the hope that “our story becomes part of your story.” With this video, Best Western aimed to: –Motivate prospective hoteliers to sign onto WorldHotels –Promote the the launch of the new Crafted Collection –Position WorldHotels as a trusted travel partner amid COVID-19 challenges –Foster positive brand association with strong storytelling, differentiating the brand from the competitive set

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. (for example, click through rates or ad equivalency)The WorldHotels branding video was at once inspirational and informative. It spoke to WorldHotels’ rich history and was infused with the independent spirit and wanderlust that its distinctive hoteliers are known for. Cleverly and distinctly crafted, it sparked action in its viewers, stirring that passion for travel and setting forth on a new adventure. The video exceeded expectations with staggering results including the signing of 15 new member hotels and serving to propel the Crafted Collection launch through a seed portfolio of a dozen hotels and resorts. In addition to these benefits, the video also was an invaluable marketing asset for industry conferences, sales events, and virtual gatherings. Audiences at events such as ALIS Los Angeles, IHIF Germany, Lodging Conference, NYU Hotel Investment, IMEX, GBTA, and ITB Berlin marveled at this concise but beautiful showcase of the brand’s refresh. Despite restrictions on travel and social gatherings, these events introduced the WorldHotels brand to more than 1,600 members of the industry. The impact the video had on hotel owners, operators, and employees were also significant. Many hotels were inspired to embrace the rich history of WorldHotels and included the videos as part of their in-room entertainment. Some artists at the hotel level were inspired to create new works after viewing the video. The video also played a role in positioning WorldHotels favorably in a travel industry shaken by the COVID-19 pandemic, and fostering support of a world reimagined in its wake. Its emotional appeal and striking visuals inspired travelers and employees alike to see beyond the pandemic and look forward to the brand’s potential as it stepped into this new chapter.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?Due to exclusive contracts and other confidentiality, the exact budget of the WorldHotels video cannot be disclosed. As part of a concentrated effort to rebrand the company and its hotel collections post-acquisition, the video resulted in significant ROI for the brand. As Best Western continues to evolve and expand the WorldHotels brand, powerful and highly curated content like this branding video will continue to play an integral role in inspiring developers and spurring them into action. The long-term value of these materials, particularly in the development of new hotel collections like the Crafted Collection, cannot be understated. In an industry founded on unforgettable memories, awe-inspiring destinations, one-of-kind experiences, and best-in-class hospitality, branded assets such as these remind developers of what called them to this work, to begin with. Since its acquisition, the future of the WorldHotels brand under Best Western is bright. Moving forward, the brand will continue to develop high-quality, inspirational content such as this to drive both organizations to reach new heights.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

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. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleWorldHotels Branding Video

DivisionDigital Marketing - Video

CategoryDigital Marketing