Insights into what went into HSMAI Adrian Award 2021 winning entries, excerpted from the HSMAI SPECIAL REPORT 2021 Adrian Awards: Platinum and President’s Award Honorees.
PLATINUM – DIGITAL MARKETING | BEST WESTERN HOTELS & RESORTS
Agency Partner: Ideas Collide
As people began to make travel plans again, Best Western® Hotels & Resorts wanted to remind travelers of its commitment to industry-leading hospitality. Its “See You Soon” campaign was designed to welcome back guests after a challenging year and invite them to make new memories with Best Western.
A key campaign channel was influencer marketing. Each influencer brought their travel stories to life by covering not only various types of properties within the brand but also the diverse communities around them. As part of the larger “See You Soon” campaign, these influencer videos sought to amplify social reach, revitalize bookings during summer travel season, position Best Western as a trusted travel partner amid COVID-19 concerns, and foster positive brand association with strong storytelling.
Influencers produced 16 videos from various perspectives, including family, millennial, pet, and road trip travel. Though the videos were made as part of a single campaign, they will each continue to provide relevant content for some time. The videos have received more than 2 million views and an average view rate of 50.51%.