Breaking out from the hospitality norm

The one thing

Surprising stays every time

Every hotel is independently owned and completely individual. For the brand and its guests, this threw its doors open to anticipation – excitement! – and originality. Never the same hotel or guest experience. But it’ll be good.

How we found the good

Co-Creation workshops uncovered the brand truth key to customer loyalty… they love that Best Western don’t do cookie-cutter hotels. You may get to feed deer before breakfast, enjoy a hotel-brewed beer or sleep in a 5-poster bed. Who knew? This will keep them coming back for more.

Surprising stays are now at the heart of every brand activity, communication and campaign.

How we freed the good

3–4–2 Campaign

Social Media, Acquisition, Covid-19 Bounceback

Drive bookings with the welcome lifting of Lockdown restrictions. Our powerful high-energy animations and FOMO messaging gave consumers what they wanted – 3 surprising nights for the price of 2 after months being locked in at home. Winner.

Results:
OVER 4,500 BOOKINGS FILLED
33% OF TOTAL REVENUE FOR THE PERIOD
BEST EVER FACEBOOK CAMPAIGN PERFORMANCE

Feel Like a Kid Again

Social Media Campaign

Increase brand awareness with Christmas video content. In a sea of heartstring-tugging Christmas ads, what better way to bring the brand’s One Thing to life than letting loose a herd of pygmy goats in festive jumpers into a Best Western hotel and filming the ensuing chaos?

Quick turnaround. Tiny budget. Huge response. And they say never work with kids or animals.

Results:
10 MILLION+ IMPRESSIONS
1.8 MILLION+ VIEWS
20K+ ENGAGEMENTS

 

Break Out From The Boring

B2B, Experiential

Showcase the hotels’ unique meeting and event spaces. Prospective business bookers looking for more inspired meeting spaces at The Meetings Show, weren’t disappointed. At a convention where it’s notoriously tough to get noticed, we literally broke out from the boring by smashing through the stand wall and littering the walkways with masonry and rubble. Foam bricks giveaways featured anything but humdrum support.

Breakfast on us

Social media film

Objective: On a very tight budget and following on from the success of the Xmas Dixie-the-Donkey film the year before (smashing 2 mill views within 3 weeks!) – this Social Film was designed to communicate the ‘Breakfast On Us’ offer at all hotels. The generous hotel breakfasts are a firm favourite with regular guests – and have become known as ‘the best way to start your day’. Best Western staff dressed up as sausage, bacon and eggs at dawn – literally running through the Yorkshire countryside in order to serve you up the best hotel breakfast.

The difference we made


33%

Of total revenue

1.8 million

Views

Best ever

Facebook campaign performance

“The results were superb and, importantly, the team had great fun extending the central creative thought across all channels.”

Sarah Fussey, Director of Marketing