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message . While everyone else touts all the different brands within , we double downed on the brand with the highest awareness , Best Western . Let ’ s connect with them emotionally and show the sophistication of the brand . Once they ’ re in the customer journey , and this is part of our marketing strategy , with targeting and data , we introduce the full portfolio — the different brands , our loyalty program — and we do that through the digital channels . This allowed us to have more space and time for storytelling , to emotionally connect and then draw them in and introduce the rest of the portfolio . There ’ s no linear path in the customer journey .
HOTELS : How do you foresee the campaign evolving ? Park : This is a multiyear journey . We ’ re starting with
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elevating the perception of Best Western and what you thought you knew . Then , as we progress , we ’ ll look at touting the portfolio and to potentially explore that in video , as well . It ’ s an integrated marketing plan . We are everywhere , from Food Network to Discovery Channel and more . Then you have streaming and over-the-top services , from Peacock to Roku and YouTube . That ’ s where I have a lot of fun because I love data . And that ’ s where you can start to retarget — so you might see the spot first that features the Jack Russell if you ’ re an adventurer or outdoorsy , you might see that first , but then you might see the six-second spot that touts the latest promotion . We also have a sponsorship on MLB Network because , through data , we saw that many who stay and consider Best Western love baseball , so it slots right in . It ’ s the same idea to |
emotionally connect through Facebook and Instagram , for example . Families are so busy in these apps ; they ’ re checking constantly and we ’ re showing up there .
HOTELS : There ’ s a lot of marketing noise out there , especially in the travel space . Airbnb , for one , has taken to the airwaves and basically attacked the entire framework or proposition of a hotel stay . How do you see it all playing out ? Park : It ’ s not about what Airbnb does or doesn ’ t do . It ’ s all about the consumer insight and then the value that we offer that matches that insight . We heard from consumers to keep it real and be authentic . And that means celebrating the ups and the downs and many brands only talk about the ups — they make it seem like it ’ s all roses . There ’ s a reality that
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grandparents love their time with their grandkids and also love the space to relax . Instead of skirting around that and pretending like we want to be together all the time , let ’ s go there , and show the authentic moment . It shows the value that you have booking a BWH hotel versus home-sharing , but we don ’ t need to directly go at them .
HOTELS : How much input does Larry Cuculic , BWH Hotels ’ CEO , have in the work ? Park : He ’ s the biggest champion and it has been a pure joy to come to this organization and have a leader who empowers us and challenges us in all the right ways and is open to trying something different . He happens to be a big music lover , so he was thrilled when he saw the direction we were taking . HOTELS : The new media
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66 hotelsmag . com July / August 2024 |