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 ENTRY?

We undertook a data analytics project to identify target booker groups, which highlighted three core groups for our summer campaign: school-aged families, empty nesters and settling singles/couples. We ran three interactive sessions to explore potential summer propositions. These idea-generating sessions were held in Best Western hotels, working closely with 48 customers and prospects, and inspired the theme ‘Where Stories Happen’. The motivating insight was that Best Western is a brand they could explore (given the individuality of every hotel) in the way that many use short breaks to explore the country. The same cannot be said of chains with identikit hotels. So this was our springboard. The concept also draws on the insight that many of our audience associate a summer break with ‘a good read’, which is about relaxing, me time, adventure and enjoyment.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?