Best Western: Where stories happen

Best Western Hotels set out to distinguish itself by emphasising each hotel’s individuality compared to the uniformity of its competitors in the UK.

Best Western: Where stories happen

The Sharp Agency

THE TEAM

Richard Sharp, Mandi Taylor, Darlene Sharp, Ian Dean, Reece Watt, Alice Buckley, Emma Marsh, Katie Holmes, Tim Wade, Gemma Dawson.

Other contributor:

CIDA Communications - Commissioned short stories.

WHAT IS WONDERFUL ABOUT THIS WORK?

Connecting desire (consumers want a holiday story) with brand truth (all Best Westerns have a story), we created the idea ‘Where Stories Happen’. We hugely exceeded target, delivering an uplift of 463% on bookings and 293% on revenue. The ROI was 19:1, against a target of 10:1.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING...

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