Hotel group Best Western to promote the individuality of its hotels in rebrand

Hotel group Best Western has re-branded as it attempts to eclipse Holiday Inn's position as the most recognised mid-market hotel chain.

Best Western: promotes hotel personalities
Best Western: promotes hotel personalities

Best Western has launched an integrated marketing campaign to promote its new positioning, which centres on the individuality of its hotels. The campaign was developed to differentiate the group from the generic nature of some hotel chains. It includes PR, social media, direct mail, a website re-launch and its first ever TV advertising.

CEO David Clarke said: Best Western is the second most recognised mid-market hotel brand in Great Britain but, we want to be number one.’ He added that he hoped the campaign would attract hotel owners to join the Best Western brand, as well as capturing more of the corporate market.  

The hotel group came second to IHG’s Holiday Inn brand in the 2010 BDRC Hotel Guest Survey.

Manchester-based agency Brazen has been working with the company for the last two years, and is working on the campaign.

Over the last few weeks, the PR teams have visited national travel journalists with hampers of produce made by different Best Western hotels, an attempt to show the varied ‘personalities’ of the hotels and educate the media about the rebrand.

It also held a launch event for travel trade media, where the advert was unveiled and interviews were offered with the CEO.

The agency and in-house team kicked off experiential activity on the weekend, targeting shoppers in York, Edinburgh, Cardiff, Birmingham and London.
The ‘Britain’s Got Personality’ roadshow aims will ask members of the public to participate in a ‘personality contest’ reinforcing its new branding.

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