Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Best Western Travel Zone is a content destination for travelers looking for inspiration, tips and ideas. While content includes global destinations, the key audience is North American travelers. To better serve this audience, this program aimed to achieve three primary goals to enhance the online experience for the brand’s Canadian audience. •Personalization Excellence: We aimed to leverage advanced data analytics and user profiling techniques to create a highly personalized experience for Canadian visitors to the “Travel Zone” subpage. This involved tailoring content, offers, and recommendations based on user preferences and browsing history with an emphasis to channel broad North American travel to Canadian-site specific travel. Quantitatively, we aimed to increase user engagement metrics, such as click-through rates, time spent on the page, and conversion rates. •Enhanced Accessibility and Mobile Optimization: To improve the overall user experience and to meet our audience right where they already are (on their phones), we focused on optimizing the subpage for mobile devices and ensuring compliance with accessibility standards. •Content Localization and Engagement: To resonate with the Canadian audience, we created culturally relevant and localized community-based content, including travel tips, destination highlights, and exclusive promotions. We increased the number of user-generated content submissions from Canadian travelers. Additionally, we aimed to achieve a qualitative improvement in user feedback and positive sentiment to the Canadian subpage.
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 Best Western Travel Zone Canada Sub-page was created as a new opportunity to reach localized markets with content that is relevant to them. The promotional strategy successfully drove prospective travelers to specific content for Canadian travelers and drove awareness of the sub-page. The sub-page had a total reach of 198,437. It also logged 12,302 page views, 744,519 impressions and 18, 814 clicks.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The goal of the Canadian Sub-page was to enhance the experience on the Best Western Travel Zone site. For this reason, ROI was not a relevant measure. However, the project was extremely successful, driving more than 700k impressions. Those who experienced the update found a more personalized experience with localized content, stories, and topics.
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Entry Title
Best Western® Hotels & Resorts 2023 Travel Zone Canada Subpage
Digital - Web Site
Entry Award: