Best Western Valley Hotel is a Hotel With Personality |
|
Local hotel to be part of a unique campaign from independent hotels group Best Western BEST WESTERN VALLEY HOTEL, IRONBRIDGE, will be helping to launch a high profile rebranding and marketing campaign for the Best Western group by wearing “Hotel’s with personality” T shirts for the week. Best Western, the UK’s largest portfolio of independent hotels, is advertising on television this April for the first time in its 30 year history as the group relaunches with new positioning ‘Hotels with personality’. The new strapline was developed to highlight Best Western’s character and independence. The campaign aims to differentiate the Best Western group from boring, old formulaic chains offering generic hotel stays in the UK. Best Western Valley Hotel will be supporting the campaign and celebrating their independence and personality by asking all members are staff to wear a T shirt for the week asking the question “what sets me apart”. Staff will be writing on the back of the T shirts what sets them apart with their own individual personalities. Joanne Boddison, general manager at the Best Western Valley hotel, said: “It is a very exciting time to be part of the Best Western group. Part of the reason we are in this brand is the fact that we can celebrate our independence and what makes a stay with us special. We believe that all Best Western customers are as unique as the hotels they stay in and they look for much more in a great stay than a generic room with OK service, for them it’s about the whole experience, a real sense of occasion. What’s more at Best Western we don’t believe that this quality of stay should cost our customers any more. “A Best Western experience is about the passionate people who work in the hotel, and delivering good service to all our customers” The new positioning is part of a broader marketing campaign including direct mail, PR, social media, experiential activity, online and press advertising and a total relaunch of www.bestwestern.co.uk. The 30 second adverts will be run on all terrestrial channels plus the multi channels across digital and satellite. The intensive campaign will run for three weeks, breaking on 15 April during key shows such as Coronation Street and Britain’s Got Talent. The TV adverts will feature a number of hotels and will celebrate Best Western staff in the beautiful and varied setting in which each of the hotels is found. Best Western is the largest group of independently owned hotels in the UK and the whole campaign is focussed on celebrating this independence and the unique, individual elements of the group. The microsite www.hotelswithpersonality.com has launched as a talent portal to engage with online users, harness talent related conversation and drive entries to a UK wide talent roadshow as part of the experiential campaign. The Britain’s Got Personality roadshow will visit five UK cities – York (17 April), Edinburgh (18 April), Cardiff (24 April), Birmingham (25 April) – and culminate in London’s Covent Garden on May 1. It aims to find members of the public in each area with big personalities. They will be invited on stage to show off their unique talent with a mini performance. Tim Wade, head of marketing at Best Western, said: “We are keen to engage as many people as possible with this campaign and see social media as a key tool to reach our audiences where they are most prolific. From the success of TV talent shows such as Britain’s Got Talent and The X Factor we know that Britain is full of personality and cannot wait to see it for ourselves.” Finally, a new website has been launched to reflect the new branding, www.hotelswithpersonality.com |
