Best Western Launches £1m Repositioning Marketing Campaign
The Best Western Hotel Group has launched a major integrated marketing campaign to raise their brand awareness in the UK. It features extensive social media activity as well as the company's first UK TV ad.
Tim Wade, Head of Marketing at Best Western, said that raising the profile of the "tired and dated" brand, which has a 32-year history in the UK, and "getting it talked about" is the key aim of the repositioning campaign.
"There's an element that promoting Best Western as the parent company of all these hotels is contradictory - that it's a chain and then not a chain - but we have the best of both worlds," said Wade. "You get all the warmth of independent hotels but also the reassurance of quality standards they have to meet through Best Western. Communicating this is the challenge."
Best Western's new campaign is part of a partnership with Visit England to reach the 600,000 people interested in travel on its database. The Manchester marketing agency Brazen has created their social media programme. The £250,000 TV ad, created by integrated agency Uber, will emphasise the variety of styles and personalities that make up their portfolio of independent hotels.