Best Western Hotels GB: Happiness is...

This case study explains how Best Western, the hotel chain, used an emotional message in a climate of austerity to increase winter sales in the UK.

Best Western Hotels GB: Happiness is…

The SHARP Agency

How did the campaign make a difference?

Best Western went against the marketing tide by selling hotel leisure breaks with an emotion, rather than just a discount, in an economic climate of austerity. With only a limited marketing budget, the winter sales campaign became Best Western's most successful to date.

The campaign inspired uptake using the various allures of sleeping under stars on frosty nights, rising to freshly baked bread and other heart-warming scenarios. Unlike the marketplace, the discount was secondary. Best Western disrupted the conventional approach at the time and...

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