BWH Hotels GB, part of the global BWH Hotels group, aka Best Western, has announced the remarkable success of its January Pay Day tactical campaign, which became the company’s most successful sale ever.
The campaign, created by The Sharp Agency, generated an increase of 32% compared to the previous year’s sale in the same period. 79% of revenue came from new bookers and conversion rates were increased by 60% during the promotional period.
The campaign centred around a compelling two nights for the price of one offer, strategically designed to create urgency and entice customers to book a short getaway. The Sharp Agency’s deep understanding of consumer behaviour was instrumental in targeting those seeking a post-winter pick-me-up.
“The Sharp Agency’s creativity and performance-driven thinking played a huge part in the campaign’s success,” said Stephanie Rooke, marketing manager at BWH Hotels. “It drove almost £1m of revenue in just four days, which is a record for us. The creative looked fantastic and helped us achieve amazing results.”
A digital-led approach was used, deploying website banners, animated GIF led emails and multiple video formats for use on social and YouTube. The creative messaging, “You deserve to escape the ordinary and get twice the stay,” effectively resonated with the target audience, highlighting the opportunity for a well-deserved escape after the post-Christmas period. “We are incredibly proud of the results achieved,” said Kat Colwell, client services director. “This campaign exemplifies our agency’s commitment to creating effective brand performance solutions that drive tangible results for our clients.”
BWH started out as a simple informal link between properties with each hotel recommending another to travellers. From these humble beginnings the group has grown into the largest group of independently owned and managed hotels in the world.
Best Western GB is part of Best Western International, based in Phoenix, America who founded the brand back in 1946. The group spread its wings in the swinging sixties and started to license the brand overseas. Today it is represented in over 80 countries around the world with over 4,000 hotels, all independently owned and managed.
The British story started in 1967 with Interchange Hotels who joined with Consort Hotels in 1999 to start the British arm of the Best Western brand. Interchange and Consort Hotels remains today as the parent company of the Best Western GB brand and Beacon purchasing.
