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Situational Analysis:

As part of its marketing strategy, Best Western Hotels & Resorts runs seasonal promotions throughout the year to drive reservations. The 2018 fall promotional campaign offered Best Western Rewards (BWR) members the opportunity to earn double BWR points on every stay booked at bestwestern.com. The campaign sought to increase seasonal bookings, generate future bookings with a fast track to a free night and encourage guests to book directly at bestwestern.com.

Using a dynamic media strategy, Best Western focused on engaging guests along multiple touch points in their customer journey, reaching them at critical moments along the path to booking. The campaign strategically included a fully integrated media plan that utilized digital display banners, social media, search, geolocation ads, linear TV and digital video to extend Best Western’s promotional reach.

Marketing Objectives:

Best Western’s marketing objectives for the fall promotion included:

• Increase loyalty and retention among Best Western Rewards members by offering them a special promotion
• Drive enrollments into the award-winning loyalty program
• Reward BWR members with a fast track to a free night by getting double rewards in the fall
• Drive hotel reservations during the fall season and incentivize future bookings
• Generate awareness for BWR’s signature messaging campaign, “Go. Get. Rewarded.”

Results:

The 2018 fall promotion was considered highly successful delivering the following results:

• As part of the brand’s overall loyalty strategy, more than 700,000 new BWR members were registered
• More than 57,350 gross reservations booked through bestwestern.com via digital media
• Supported BWR’s 48% contribution of brand revenue in 2018
• More than 114 million digital advertising banner impressions
• More than 13 million impressions from OTT and CTV platforms
• More than 33 million impressions from social media platforms
• More than 27 million digital video impressions
• More than 37.1 million native advertising impressions

Digital Banners

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Phone

Grid

AAA

CAA

AARP

Retargeting

Trip Advisor

French

Custom Creative

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Amazon Fire TV

Expedia