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.