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BW Recognized for Excellence in PR and Marketing

3/8/2007

BEST WESTERN RECOGNIZED FOR EXCELLENCE IN PUBLIC RELATIONS AND MARKETING AT ANNUAL HSMAI AWARDS GALA

PHOENIX (March 9, 2007) Best Western International, THE WORLD'S LARGEST HOTEL CHAIN®, was recently recognized by the Hospitality Sales & Marketing Association International (HSMAI) for excellence in public relations and marketing at the 17th Annual Adrian Awards Competition in New York City.

Among the multiple honors Best Western received at the Gala Dinner were several Silver Adrian Awards for the following initiatives:

•1946 Room Rate Promotion – To help celebrate Best Western’s 60th Anniversary, participating properties across the country provided one lucky guest with a commemorative Best Western Card that was placed under a pillow, awarding one night’s accommodations to the winner at the average 1946 room rate of $5.40. The promotion prompted widespread coverage in top-tier publications and online outlets, including the Chicago Tribune, Kansas City Star, Arizona Republic and the Boston Globe.

•“Best Western for a Better World” Hurricane Katrina Relief Efforts - With 250 of its independently owned and operated hotels located in the Gulf Coast region affected by Hurricane Katrina, Best Western was tasked with developing a communications plan that reached victims—Best Western hoteliers, staff, guests and the overall Gulf Coast community—with information about its support programs. At the same time, the company was focused on generating greater awareness of its “Best Western for a Better World” community service arm, which was implementing a number of fundraising activities to benefit American Red Cross efforts in the area. One such activity was a first-ever Best Western eBay auction featuring a wide variety of travel packages, event offerings and merchandise, as well as a one-of-a-kind pizza delivery by two-time Daytona 500 winner Michael Waltrip.

•Best Western Museum, Yuma, Arizona – The PR team worked with CNBC-TV reporter Mike Hegedus, who profiles historic companies with a captivating story to tell, such as Best Western. The resulting segment showcased the Best Western Coronado Motor Hotel in Yuma, one of the organization’s charter properties, that houses an unusual museum dedicated to Best Western memorabilia over the past 60 years. The piece ran multiple times on the CNBC network, along with several NBC affiliates across the country. According to the reporter, this story was one of the station’s most popular segments of the year.

Best Western also received three Bronze Adrian Awards recognizing 60th Anniversary stories that ran in top-tier travel industry trade publications.

This year’s Adrian Awards competition attracted more than 1,200 entries from 36 countries and destinations around the world, with submissions judged by teams of experts from all sectors of the industry. Now in its 50th year, the awards ceremony was part of the 2006 HSMAI Adrian Awards Competition, the largest and most prestigious travel event of its kind in the world.

ABOUT HOSPITALITY SALES & MARKETING ASSOCIATION INTERNATIONAL (HSMAI)
HSMAI is an organization of sales and marketing professionals representing all segments of the hospitality industry. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at annual events, including HSMAI’s Affordable Meetings®. Founded in 1927, HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region.

ABOUT BEST WESTERN INTERNATIONAL
Best Western International is THE WORLD'S LARGEST HOTEL CHAIN®, providing marketing, reservations and operational support to 4,200* independently owned and operated member hotels in 80* countries and territories worldwide. Founded in 1946, this iconic brand is host to approximately 400,000 worldwide guests each night. A pioneer within the industry, Best Western is recognized for its distinctive member-owned business model and diverse hotel portfolio. The company continues to innovate and enhance both the business and leisure travel experience. Since 2004, Best Western has served as the Official Hotel of NASCAR®. For more information or to make a reservation, please visit www.bestwestern.com.

*Numbers are approximate and can fluctuate.