Best Western Hotels GB – Finola Fogg's Magical Mystery Tour (UK)

Agency name: Foundation Marketing Communications
Client name: Best Western Hotels GB
Category: Dealer/Salesforce/Internal Motivation

BACKGROUND

In 2007 Best Western Hotels identified the need to increase revenue levels from corporate travel agents who book business meetings and conferences in hotels across Britain. Best Western's First Place conference and meeting booking service is renowned for its two-hour turn-around time as well as the fact that it does not limit its search to Best Western Hotels only.

The competitive nature of the business bookings for hotels extends beyond the rates offered. The design of the communication of this incentive was felt to be the critical differentiator for this campaign, however one challenge would be to develop concepts that did not alienate any potential bookers be they agents, direct or government clients.