Each year Allison+Partners exceed the goals we set for them. They are a true and trusted partner.
Dorothy Dowling, Senior Vice President, Marketing & Sales
Best Western International
Building a New Image for an Iconic Hotel Brand
Best Western prides itself on the diversity of its independently owned hotels. However, in recent years this diversity had become a liability, as travelers could not be certain of the services and amenities they would get from one property to the next. To ensure a consistent guest experience Best Western introduced a descriptors program that categorizes its properties into three types: BEST WESTERN, BEST WESTERN PLUS and BEST WESTERN PREMIER.
To maximize industry coverage we had CEO David Kong brief trade reporters ahead of the formal news announcement; executed a trade media FAM trip; and hosted top reporters at the annual Convention. To secure interest with business and consumer media, our team led multiple media tours in New York and Toronto and developed promotions that encouraged visits to each of the descriptors with travelers being awarded Best Western Reward loyalty points.
Our campaign resulted in more than 100 feature stories, including multiple live interviews on CNBC–TV and FOX Business; coverage in every lodging and hospitality trade in Canada and the U.S.; and print stories in the New York Times and USA Today. Additionally, travel to Best Western hotels in 2011 has increased 5.9% compared to 2010.