Best Western “Year of the Free Breakfast” Campaign Serves up a Brand Advantage and 30 Million Impressions

An Increase in Revenue and a Hotel Marketing Association Award!

In an ultra-competitive hospitality market, Best Western needed a bold move to drive more direct bookings and deepen customer loyalty, while cutting out the commission-heavy third-party platforms. With a diverse portfolio of independently-owned hotels, the brand saw an opportunity to celebrate what made them different: unique stays with unique breakfasts. Anchored by a value-driven proposition ‘Breakfast as deliciously individual as the hotels that serve it – free all year round when you book direct’ the campaign leaned into what truly matters to leisure travellers.

The Year of the FREE Breakfast

At the heart of the campaign was a standout concept: ‘The Year of the FREE Breakfast’ to cut through with a single-minded focus on value. A vibrant roundel, stripped-back colour palette and bold typographic system ensured cohesion across every touchpoint. From Instagram Reels and Stories to Spotify radio, YouTube adverts, email and digital display, the idea reached key audiences of couples aged 55+ and families aged 35–55. And with a comprehensive internal rollout toolkit, teams were empowered to bring the campaign to life consistently across the UK. The second phase of the campaign cleverly reimagined classic masterpieces such as the Mona Lisa and Van Gogh’s Sunflowers, by playfully updating them with the inclusion of a Best Western Free Breakfast. This added a whimsical spin to the idea that ‘Everything is better with a free breakfast’. The concept was prominently featured in OOH advertising, bringing the art-inspired message directly to the public.

Hotel Marketing Association Award

for Creative Excellence

14.7%

revenue increase compared to the same month the previous year

30M

impressions

1.8K

bookings in 1st month

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