PHOENIX: Best Western Hotels & Resorts has named J Public Relations as its PR AOR in North America after revealing its contemporary master brand in October.
Best Western also introduced distinct logos for each of its seven individual hotel brands as part of the process, with plans to implement the rebrand globally this year. It is spending more than $2 billion in property improvements and renovations across North America. It also wants to roll out two boutique midscale brands, Vib and GLo.
The company brought on J Public Relations to help Best Western with consumer-facing PR activities, including the implementation of the new brand and logo at 4,100 properties worldwide, executive leadership positioning, and the brand’s 70th birthday celebration.
The firm is helping the chain raise consumer awareness as Best Western "transforms for the contemporary traveler of today and tomorrow," Dorothy Dowling, Best Western’s SVP and CMO, said in a statement.
The incumbent on the account was Allison+Partners, which Best Western had worked with for more than a decade.
"We’ve enjoyed an incredible 12-year run with Best Western as its global AOR," said Scott Allison, the eponymous firm’s chairman and CEO. "We’re very proud of the accolades we’ve received for that work and, more importantly, the business results we’ve generated on their behalf. We’re also tremendously excited about the new opportunities we’re pursuing in the lodging and hospitality industry."
This story was updated on February 4 with quotes from Allison.