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Where Will You Wake Up Next?

9/27/2006

Where will you wake up next?
BWA launches major viral campaign to drive online bookings

This week Best Western Australia launched an email marketing campaign which is expected to reach more than 100,000 consumers who have expressed an interest in travel.

The major prize of the "Where will you wake up next?" campaign* is two million Best Western Gold Crown Club International points (Best Western's global loyalty program) which can be redeemed for up to 200 room nights at Best Western properties or other prizes such as up to $16,000 worth of various shopping vouchers, over 345 books of movie tickets, gas BBQs, Ipod Nanos or even a jet fighter or racing car experiences for those with an adventurous spirit.

Aimed at driving more bookings through bestwestern.com.au, a special promotional rate is also being offered for consumers who book between now and October 30, 2006.

The new online marketing strategy kicked off with the unveiling of a new website in July, which was more user friendly. The new website was re-launched following a major useability study conducted by Best Western in the U.S., which was then adapted to suit the Australian market. Consumers now not only benefit from booking with 50 percent less clicks, they are also able to better see the property before they make a booking via new image galleries and updated guided tours.

General Manager Sales and Marketing, Kimi Anderson said "The aim of our online strategy is to address key internet trends and increase bookings through our electronic distribution channels, which remain our fastest growing source of business."

Internet bookings for Best Western properties have increased by over 40 percent compared to growth rates of five percent for other distribution channels such as voice bookings.

Best Western already offers a Low Rate Guarantee on their website and property information can be converted into eight different languages.

"We are aiming to increase visitors to the Best Western Australia website by 15 percent and increase the subscriptions to our e-newsletter database by 300 percent," commented Anderson. "Another key component of our strategy is search engine marketing and optimization. With 83 percent of users going straight to a search engine and 93 percent never looking past the first page of results, this will remain a key focus in the future."

To assist with the implementation of this strategy, Best Western Australia appointed Clear Blue Day as their online agency.

An online booking engine for packages was recently implemented and is still being updated while, looking ahead, Best Western plans another major online promotion early next year.

To view the campaign click here: http://streaming.premiereglobal.com.au/dcsdata/985865/lb_Viral/promotion_layout/intro-notreg.htm
or visit www.bestwestern.com.au and click on "Where will you wake up next?"

Best Western Australia offers over 220 hotels, motels, resorts & apartments throughout Australia and is an affiliate of Best Western International, the World's Largest Hotel Chain with 4,200 properties in more than 80 countries.

* Entries are awarded when recipient subscribes and refers a friend. Bonus entries are awarded when a referred friend subscribes or when they make a booking.