Get some personality and stand out from the crowd

Tim Wade – Head of MarketingGemma Dawson – Marketing Manager – LeisureLisa Cosquer – Production ManagerJason Munslow – Head of Ecommerce

“The GM is key to changing perceptions”

(Source: Interbrand)

Summary• To own ‘independent’ in the customers’ minds• Celebrate and take pride in our independent nature in

order to attract the independently minded guest, who is bored with the formulaic hotel experience

• To make a stand away from the chains. To be bold• Get people talking about Best Western and to be known

for something• Be proud of the brand• To force customers to reassess our brand

Brand StrategyOur brand positionThe hotel group that actively encourages individuality and independent thinking because when you go to a hotel you hope for a unique, memorable and special experience not a manufactured one

Our personality• Warm• Approachable• Unique• Fun• Imaginative

Our brand valuesWe passionately believe:• In making a difference• In self expression and individuality (for our

member hotels and our staff)• In innovation• In making every stay special• In being at the heart of the community• In having fun, smiling and enjoying what we do

Getting involved

1. Using the new brand

2. Get involved with the launch

3. Celebrate your own independence

Using the new brand

Making it easy for you• Best Western Templates• Best Western eMailer • Branded items• In-hotel magazine

Best Western Templates

Best Western eMailer

Best Western eMailer

• New System• Best Western eMailer allows you

to create and distribute high-impact branded HTML emails with full personalisation.

Protects you –No spam listing

• Sending emails through Outlook damages your email rating.

• AAA rated system• See your emails before sending• Meet data protection rules• Subscribe and Unsubscribe

Best Western eMailer

No IT Setup

Full Support• Learn how to use the Best Western Emailer

system through a set of training videos.• Bespoke Best Western Training manual• In addition a dedicated support via phone

or email, as well as a dedicated account manager.

Best Western eMailer

It’s Free• Yes the system is FREE and includes all

system upgrades and support. After that, you pay a small fee for the emails you send.

For example; sending a fully branded, measurable and spam free email to 600 people would cost £12.

Getting involved with the launch

• w/c 12th April – launch week– Central office and every hotel to involve staff in launch

activity• Personality theme for the week• Different events to get the staff involved so that they live the

brand• Different PR opportunities• Learn more about the hotels

• PR launch – Britain's got personality

Celebrate your independence

• Rosalind Forester – Best Western Henbury lodge

Celebrate your independence

The public said Independent hotels are:• More memorable• They give more personal customer service• They care more about me as an individual• They offer me something different• They make me feel special

Celebrate your independence

They specifically said• Random acts of kindness (scrape windows in winter, free

umbrella when its raining, free upgrades, weather reports)

• Free gifts and free stuff – from water, to fruit• Local produce• Local knowledge• Personal touch• Smiling, friendly, open, approachable

Tell us about it

• However you celebrate your independence please tell us about it

• This is in cornerstone of our activity so the more interesting stories we have the more we become known for ‘personality’

• Complete the web trawl so we can put your personality online – Deadline 12th Feb

Get your staff involved

• Induction leaflet • Book of personality• Launch event • Get them excited about the TV commercial

Photography

• One of the biggest changes we could make to our brand and the revenue to your hotel would be photography and Video

• It will increase your revenue• It will increase the number of customers you

have• It will improve perceptions of your hotel and the

brand

Photography

7 things to take away

• Celebrate with us at your hotel• Use the brand• Be different, Be memorable, Be Independent• Tell us about it• Get your staff involved• Good imagery = increased revenue• Be proud to be part of Best Western