Hotel marketing company Best Western has launched its first TV ad campaign as part of a major drive to promote its properties as 'hotels with personality'.
The TV ads, which will broadcast from 15 April across many channels for three weeks, will feature a number of Best Western-branded hotels and their staff in an effort to showcase the individuality of the group's 280 properties.
Best Western chief executive David Clarke said the idea behind the TV campaign, which will be supported by marketing activity in other areas, is to highlight the independence of each hotel and differentiate the group from 'formulaic chains offering generic hotel stays in the UK'.
"Best Western is the second most recognised mid market hotel brand in Great Britain but, we want to be number one," he said. "We have an iconic brand and we’re building on this with a twist. Our hotels are all independently owned and operated and the personality each property has is our key strength, and this is the focus of this major new campaign."
Best Western membership growth
While the marketing campaign aims to drive more sales for existing hotels within the group, Clarke said he also hoped to attract more independent hotels as members.
"The past year has been particularly challenging for many independent hoteliers and we’ve already experienced a big increase in enquiries from hoteliers and asset owners who recognise that their business could be helped by being part of a major global brand like Best Western," he said.
Best Western's social media campaign will use Facebook and Twitter to give away a weekend break every half hour for 24 hours. The company has also relaunched its website www.bestwestern.co.uk with new branding to tie in with the campaign.