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Showing that there’s “More to Explore” in summer in Great Britain

Best Western · Case Study

client

Then

Best Western is the largest collection of independent hotels in Great Britain. Jaywing PR was tasked with devising and executing a PR strategy to support Best Western’s key summer marketing campaign, “More to Explore”, working alongside the internal marketing team. The PR strategy had to effectively communicate the key message that there is "more to explore" in Great Britain during the summer. 

Goals

  • Achieve 100 pieces of coverage linked to the summer campaign
  • Increase the overall revenue generated from the summer campaign
  • Build a strong link profile to support SEO objectives and drive an increase in site traffic during Best Western’s peak period

We wanted a campaign that went beyond press releases, stunts and gimmicks, which ran true to our storytelling ethos, which would inspire audiences and get them exploring Great Britain. That's exactly what this campaign did. Through a creative approach to the content and a tenacious attitude towards media relations, we were able to far exceed our expectations for the campaign and deliver consistent, high-quality coverage throughout the summer. As well as the campaign becoming a talking point both in the press and among our member hotels, it played a massive role in supporting our marketing team to exceed our revenue targets.

Sophie Proffitt - Communications and PR Manager Best Western

Now

Jaywing PR was responsible for the creative ideas and implementation. Using one core consumer survey, the team developed a strategy to maintain consistent media coverage throughout the summer, covering three major touch points for the brand during the timeframe (World Cup, domestic tourism and the brand’s dog-friendly offering). Three stories were created, all linked to the “More to Explore” theme.

 

 

The team collated a list of 20 “off the beaten track” views from across Great Britain, which were determined using Best Western booking data combined with search trends data. The consumer survey was then launched to the nation, asking which of the summer’s big events people were most excited for. The survey also gauged the nation’s attitude towards the World Cup, as well as asking questions specifically related to travel in Great Britain and travelling with dogs, to support each story throughout the campaign.

Results

230

pieces of coverage, versus a target of 100

147

links

43%

increase YoY in referral traffic to the site

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