Our Work

Best Western

Building a New Brand Image for Best Western

Baby boomers stayed with Best Western on family road trips. GenXers just drove by. Our challenge? Change and refresh the perception of the World's Largest Hotel Chain without losing Best Western International (BWI)'s legacy.

The Allison & Partners team worked closely with the external communications team at Best Western to develop a plan to reach both consumers and Best Western hotel owners. Our goal was to spread the message that the brand is as relevant today to your lifestyle as it was to travelers years ago and increase membership in BWI's Gold Crown Club International program by at least 500,000 members.

Our strategy included media relations and promotions that highlighted “All–Star” BWI properties that showcased the renewed face of the brand. We also promoted partnerships with Nickelodeon, NASCAR and AAA, and used BWI's legacy as the “road trip”  hotel to showcase the depth of the brand across North America.

The result was more than 1.5 billion media impressions for the brand, more than 1.2 million new GCCI members welcomed into the program, and a 238% increase in participation by Best Western Hotel owners in media relations activities.