Best of British Hotels - Best Western Relaunch Scoops Prestigious Best Marketing Gong

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Best Western, the UK’s most individual portfolio of independent hotels, has won the prestigious Marketing Award at the annual British Hospitality Awards.

“We were really impressed by Best Western’s marketing campaign this year – they really did show that they are hotels with personality."

The hotel group’s recent re-launch campaign scooped the top marketing award at the British Hospitality Awards in London yesterday (Tuesday 29 June).

Staged every year at the Grosvenor House in London, the BHA Awards are considered the highest recognition of good practice in the industry.

Best Western’s award winning marketing campaign saw the group advertising on television for the first time in its 30 year history this April as the group launched a new positioning ‘Hotels with Personality’. The strapline was developed to highlight Best Western’s character and independence and differentiate the group from the bland, formulaic chains offering generic hotel stays in the UK.

This new positioning formed part of a broader marketing campaign including direct mail, PR, social media, experiential activity, online and press advertising and a total relaunch of along with small but all important changes to the hotel experience.

Best Western’s Head of Marketing Tim Wade and Chief Executive David Clarke accepted the award on behalf of the company at the BHA Annual luncheon.

Best Western Head of Marketing Tim Wade said: “We are delighted that the BHA has rewarded all our efforts in this way. This has been such a monumental year for us taking Best Western onto TV for the very first time so it is a huge honour to be recognised for setting standards in the industry. Our aim now is to continue this success and retain the award next year.”

Bob Cotton from the British Hospitality Association said: “We were really impressed by Best Western’s marketing campaign this year – they really did show that they are hotels with personality. From the TV adverts to their PR activity and social media activity they presented an integrated positioning which encompassed all communications repositioning the brand in a very short space of time. We wish them all the best for the remainder of 2010.”

About the British Hospitality Association
The British Hospitality Association is the national trade association for hotels, restaurants and caterers representing almost 50,000 establishments.

About Best Western
Best Western is the UK’s largest group of independent hotels, with over 270 hotels with personality all across the UK.

For more information contact
Natalie Cox or Daisy Whitehouse at Brazen
on 0161 923 4994/ 07809 554322


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