Best Western International is honoring the top creative efforts of its North American regional marketing teams this year with the first-ever Best of the Best Co-op Marketing Awards…
Best Western International is honoring the top creative efforts of its North American regional marketing teams this year with the first-ever Best of the Best Co-op Marketing Awards.
The new program is designed to recognize the ingenuity of the Co-op groups in their endeavors to raise brand awareness and drive additional traffic to Best Western hotels within their specific North American territories.
During the company’s recent Co-op Marketing Summit held in Phoenix, two North American award recipients were selected, representing the overall best marketing practices from the East and the West.
“Best Western’s Marketing Co-ops lend incredible support to the brand, complementing many of our national campaigns with innovative, customized promotions,” said David Scholefield, director of consumer and field marketing for Best Western. “With this award, we recognize their initiative, creativity and resourcefulness in driving Best Western business throughout their respective markets.”
Earning top honors in the East were the District IV Co-ops, representing Tennessee, North Carolina, South Carolina, Alabama, Georgia and Florida. Working together, the groups developed a regional tour for the Best Western #99 NASCAR Busch Series Show Car. Displaying the vehicle at State Welcome Centers throughout the area, as well as at the NASCAR Cafe in Myrtle Beach, SC, they generated extensive exposure for the Official Hotel of NASCAR, and its member properties in the Southeast.
Receiving the award in the West was the Arizona Co-op Marketing team. The group developed an awareness campaign based on a key feeder market — Arizona itself — which generates 26 percent of the state’s tourism.
The Co-op partnered with the NBA’s Phoenix Suns and Major League Baseball’s Arizona Diamondbacks to capitalize on both powerful fan bases. Radio support, television sponsorships, online promotions and event marketing helped Arizona’s sports fans gain increased awareness of Best Western hotels in the Grand Canyon State. A highlight of the campaign was a “Kiss Cam,” where fans were shown kissing on the big screen at select Diamondbacks’ games throughout the season.
A total of 43 Co-op Marketing groups located across the company’s seven North American districts support Best Western’s brand advertising/promotional efforts through regional activity every year.
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