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.
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