BEST WESTERN
Best Western is a leading hospitality brand with over 280 independently owned hotels nationwide. This allows them to offer a unique, memorable experience backed with the reassurance of a trusted, quality brand.
THE CHALLENGE
Best Western had never run a TV commercial in its 30 year history, and without a mass reaching brand campaign to speak of while they were known for being ‘good’, the brand didn’t really stand for a great deal else. They had already devised the strapline ‘Hotels With Personality’ with the aim to showcase their unique offering and stand out from the crowd of branded chains, but they were struggling to bring it to life in the minds of potential guests across the UK.
THE SOLUTION
Showcasing the personality of Best Western in its locations, buildings and even its staff, was key. This allowed us to demonstrate to the viewer that Best Western wasn’t just another branded chain, and offered something for everyone and all budgets.
We scoured the portfolio for some of the brand’s most unique and varied sites, and chose real hotel staff to present them. This brought even more genuine personality to the creative and delivered a commercial unlike any other. One that could only be from Best Western.
We then rolled out our supporting campaign across consumer and B2B press, digital, DM, website and emailers.
THE RESULTS
30% sales increase (year-on-year), the highest in its history.
70% increase in booking enquiries.
24% increase in conference bookings.
120% growth for the corporate loyalty programme.
Winner of ‘Best Brand Marketing Campaign’ At the Mima Awards.
