Best Western rebrand gets new media treatment
Monday, 13 Apr, 2010
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A new website to reflect revamped Best Western branding at www.bestwestern.co.uk has been created as the independent hotels grouping starts its first TV advertising campaign.
The relaunch, with a new strapline ‘Hotels with Personality’, aims to highlight the group’s character and independence.
The new positioning is part of a broader marketing campaign including direct mail, PR, social media, experiential activity, online and press advertising.
The 30 second adverts will be run on all terrestrial channels plus multi channels across digital and satellite.
The three-week campaign breaks on Thursday (April 15) during Coronation Street featuring a number of hotels.
The campaign will also see a partnership with VisitEngland to communicate the rebrand message to the 600, 000 people interested in travel on its database.
Activity to celebrate the personalities and talent of the people of Britain will also take place with a Britain’s Got Personality roadshow.
A talent portal, http://www.hotelswithpersonality.com, has been launched to harness talent related conversation and drive entries to the UK-wide talent roadshow.
The roadshow will visit five UK cities – York (April 17), Edinburgh (April 18), Cardiff (April 24), Birmingham (April 25) – and culminate in London’s Covent Garden on May 1.
It aims to find members of the public in each area with big personalities. They will be invited on stage to show off their unique talent with a mini performance.
The social media campaign will build on the recent success of Best Western’s Facebook and Twitter (http://twitter.com/Best Western GB) campaign to give away a weekend break every half hour for 24 hours.
Chief executive David Clarke said: “The TV ad campaign is the first in our history but we’re also using social media in a fun way to engage people in the whole idea of ‘Personality’.
“We believe that 2010 will be another year of more people staying in the UK for their holidays and we’re targeting growth in the leisure sector, but with over 15,000 bedrooms and 1,200 meeting rooms in the market, there is certainly scope to capture more of the corporate market too.
“We also expect to see more hotels becoming Best Western hotels as we attract owners of hotels who see that we are a brand that makes good business sense. We have removed poor quality hotels and we have opportunities in key destinations for good sized quality hotels.”
by Phil Davies
Phil Davies
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