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...
