BEST WESTERN GETS ‘REAL’ IN NEW CAMPAIGN
This spring sees Best Western Hotels launch a new high profile, integrated marketing campaign showcasing the individuality of the brand. The national campaign, which features members of staff from Best Western Hotels across the UK, will target both the consumer and corporate markets to bring the message of exceptional service to the forefront of the consumers mind.
The campaign started with a nationwide search within the groups hotels to find the real life ‘hidden gems’. Staff at over 280 hotels nominated colleagues for their exceptional delivery – going above and beyond customer expectations.
Using contemporary black and white photography and clear customer benefit headlines, the marketing team are to use the new brand campaign throughout direct mail, email communications, dedicated web pages, on and offline adverts and PR.
Tim Wade, Best Western’s Head of Marketing commented: “The key differentiator for Best Western is that whilst part of a global brand all our hotels are individually owned and managed each offering that personal level of customer service. We wanted to not just promote it but also celebrate this through our marketing activity.”
“Instead of using models or actors to front the campaign, we decided to feature the real people that work in our hotels - the people who go above and beyond the call of duty, to offer guests an unrivalled level of personal service.”
The campaign, devised by Foundation, a Leeds-based marketing communications agency, includes national press advertising in the Daily Mail and the Daily Telegraph as well as their weekend magazine supplements. Direct mail, online and viral marketing activity will also be incorporated into the campaign.
Neil Onions, account director at Foundation commented: “The brief given to us was to reflect the individual personality and charm of each Best Western hotel. Through the campaign we hope to communicate that thanks to the dedicated and passionate members of staff in every hotel, we believe each guests’ stay will be truly unique.”