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

Best Western Hotels GB aimed to: increase booking revenue by a minimum of 5% during the promotional period; maximize the limited budget via creating a talking point with the creation of a character; create standout from other hotel group incentives; build an ongoing relationship with the target audience (young women); and engage the audience via a strong motivational and design strategy.

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...

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