BEST WESTERN REMINDS GUESTS WHAT IT’S ALL ABOUT WITH NEW ADVERTISING CAMPAIGN
New Indie Films Also Shine Light On People and Passion Behind Best Western
PHOENIX (FEBRUARY 13, 2013)– Best Western International, the World’s Biggest Hotel Family®, is using its commitment to providing superior customer care to distinguish the brand from its competition and make a personal connection with guests through its Stay With People Who Care? campaign. Recognizing that Best Western’s strength and point of differentiation is the independent spirit of its hoteliers and the uniqueness and diversity of Best Western hotels, the brand is showcasing its hotelier’s ability and commitment to providing a personalized and caring guest experience to the more than 400,000 guests who stay with Best Western every day.
Working with its creative partner Gotham, Best Western conducted research to determine what is important to guests when selecting a hotel. While amenities such as free Wi-Fi and breakfast are important to consumers, customer care, personalized service and supporting local businesses were also cited as important factors in the decision making process.
“The Stay With People Who Care message is really about reminding people that hospitality is the essence of the Best Western brand,” said Dorothy Dowling, senior vice president of sales and marketing. “In the mid-scale hotel market, offering amenities such as free Wi-Fi, breakfast and a gym are considered the price of doing business. But it is the personal connection that Best Western hoteliers have with their guests and their local communities that builds our guests trust and loyalty in the Best Western brand and sets us apart from the competition.”
The Stay With People Who Care campaign launches in February and is supported with a comprehensive mix of advertising, sponsorships and social media strategies. In North America 30 and 15 second television spots will air on cable networks including CNN, ESPN, USA, TBS, MLB Network, The Weather Channel, CBC News, National Geographic Channel and TNN. Digital advertising will run on travel sites and portals including Yahoo, Google, Amazon, Kayak, and TripAdvisor and sponsorships with organizations such as MLB Network will continue to keep the Stay With People Who Care campaign front and center with consumers.
In addition, Best Western is showcasing the personal stories and passionate people behind the brand through its release of the 2013 Indie Films series. These on-line, three-minute documentaries illustrate why the Stay With People Who Care message is at the core of the Best Western brand.
The 2013 Best Western Indie Films can be viewed at www.bestwestern.com/indiefilms and feature these hoteliers’ personal stories:
• Andre Nadeau and Daniel Nadeau - BEST WESTERN PREMIER Hotel L’Aristocrate, Quebec City, Quebec, Canada
• Raj Patel - BEST WESTERN PLUS Atlanta Airport, East Hapeville, Georgia
• Vicki and Nick Massad - BEST WESTERN PLUS Westchase Mini-Suites Houston, Texas
• Linda R. Thurrott - BEST WESTERN PLUS Bainbridge Island Suites, Bainbridge Island, Washington
Best Western Resources:
• For bookings: www.bestwestern.com
• For rewards: www.bestwesternrewards.com
• For Best Western’s mobile offerings: www.bestwestern.com/mobileapps
• Like us on Facebook: www.facebook.com/BestWestern
• Read the Best Western blog: www.youmustbetrippin.com
• Follow Best Western on Twitter: www.twitter.com/thebestwestern
ABOUT BEST WESTERN INTERNATIONAL, INC.
Best Western International, Inc., headquartered in Phoenix, Ariz., is a privately held hotel brand made up of more than 4,000* BEST WESTERN®, BEST WESTERN PLUS, BEST WESTERN PREMIER hotels in more than 100* countries and territories worldwide. Now celebrating 67 years of hospitality, Best Western welcomes hundreds of thousands of guests nightly. Best Western provides its hoteliers with global operational, sales, marketing and promotional support, and online and mobile booking capabilities. More than 15 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. The brand’s partnerships with AAA/CAA, race car driver Michael Waltrip, and Harley-Davidson® provide travelers with exciting ways to interact with the brand. In 2012, Best Western won a record number of awards, including AAA’s Hotel Partner of the Year, CAA’s Partner of the Year, TravelClick’s eMarketer of the Year and Compuware’s Best of the Web Gold awards.
For more information or to make a reservation, please visit www.bestwestern.com.
*Numbers are approximate and may fluctuate.