Opportunities:
A new Best Western hotel offers quality lodging in a key central location in
the NY Finger Lakes region. The hotel's winery decor motif, enhanced by
friendly customer service, offers travelers outstanding value. In addition, the
hotel had received recognition from Best Western corporate for decor, quality
and service.
Challenges: Recreational,
group and business travelers were not aware that this caliber of hotel was
available in the region. The dollars allocated to invest
in an ad campaign were limited. The
poor quality of previous advertising did not represent the hotel in a flattering
fashion.
Solutions:
Developed affordable
branding concepts for advertising and marketing. Created
a warm and friendly image. Print
ads were placed in targeted regional subscription print publications with increased
frequency. Utilized an array of regional event and
vacation guide advertising, as well as links from a growing array of regional
vacation and travel-focused websites. Began coupon promotions to drive increased
interest.
Results:
Awareness
of the hotel increased, which resulted in continued increases in bookings.
