Best Western Hotels & Resorts | Company Profile, Marketing Contacts, Media Spend, Brands
Best Western International is the world's largest hotel chain with over 4,000 hotels located in 80 countries. Headquartered in Phoenix, AZ, Best Western International has over 1,000 employees worldwide. Best Western International also markets with the help of its partners, NASCAR, AAA and Mastercard.
|Main Telephone||(623) 780-6000|
|Main Fax||(602) 957-5942|
Best Western Hotels & Resorts ContactsContacts (5/12)
|Dorothy D.||Chief Marketing Officer & Senior Vice President||AZ|
Sample of Associated Brands
|David K.||President & Chief Executive Officer||AZ|
|Mark S.||Senior Vice President & Chief Financial Officer||AZ|
|Greg A.||Chief Digital Officer||AZ|
|Ron P.||Senior Vice President, Brand Management & Member Services||AZ|
|Best Western Hotels & Resorts||********|
|Best Western Rewards||*|
|Best Western Travel Card||******|
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TV, Digital Opps: Best Western launches brand refresh to reach millennials
Subject: traditional, broadcast, digital, mobile
Company: Best Western International, which now has seven brands in its portfolio: Best Western; Best Western Plus; BestWestern Plus Executive Residency; Best Western Premier; Vib; BW Premier Collection; and the newly-launched Glo.
Opportunity: Best Western International is rebranding itself as Best Western Hotels & Resorts. The brand refresh includes a new brand master brand logo and the launch of a new hotel in its portfolio, GLo. Best Western’s SVP of marketing and sales Dorothy Dowling said: “It is really asserting our position within the market and claiming the space in a really visible, transparent way to our customers.” In an effort to reach more millennial travelers, Best Western will break ground on the new boutique hotel Glo in mid-2016. This concept is essentially a “budget-conscious suburban lifestyle hotel.”
This new concept comes on the heels of two other launches: Best Western Premier Collection (May 2014) and Vib (October 2014), a lifestyle brand aimed at urban millennials. Look for Best Western to employ brand building campaigns that are about “curating the message of relevancy.” Dowling points out that even though the message may be shaped to millennials, it translates across all ages. Note that display, TV and mobile have all increased in 2015 (even if only slightly).
According to The List, IPG’s Initiative handles media buying and planning for Best Western.
Media Spend: According to Kantar Media, Best Western spent $31.5 million on measured media in 2014 – down 16.2% from 2013. 2014 spend was split fairly evenly between broadcast ($15.2 million) and digital display ($10.04 million).
TV Breakdown: Per iSpot.tv, Best Western has spent $9.2 million on national TV ads so far this year – up from $8.7 million for the same period 2014. The most money has been spent to air ads on Lifetime, USA Network, ESPN, Headline News and National Geographic during shows such as “The Daily Share,” “SportsCenter,” “Law & Order: SVU,” “The Walking Dead” and “Law & Order.”
Digital Breakdown: Moat reports that Best Western has run 246 display ads on 6,560 publishers since January (2% mobile), 90% of which were placed programmatically compared to site direct. Top ad destinations include milb.com, mylifetime.com, barnesandnoble.com, boatrader.com and hotels.com. For the same period in 2014, 206 creatives were run on 5,107 publishers (1% mobile)
Best Western Hotels & Resorts
6201 N. 24th Pkwy.
Phoenix, AZ 85016
Senior Vice President, Marketing
Senior Manager, E-Commerce & Digital Marketing