Best Western® Germany
Best Western is the World’s Largest Hotel Chain® with more than 4,000 properties in over 80 territories and countries. All member hotels in the not-for-profit Best Western association are independently owned and operated. Best Western Germany wanted to test the impact of a location-based advertising campaign on increasing reservations and guiding customers into their locations as well as driving their loyalty program membership. The hotelier wanted to test the effectiveness of location aware mobile advertising in driving consumer engagement but also driving footfall into their locations.
Solution
The exclusive advertiser in the month-long location-based campaign, the first of its kind in Germany, Best Western ads displayed on Nokia Ovi Maps-enabled phones. The banner ads were displayed on Ovi premium content, including Weather, Events, Lonely Planet and Michelin Guides, and targeted consumers who were near one of Best Western’s 180 properties throughout Germany. The ads enticed consumers with an offer to receive a 30% discount when those users booked early at a Best Western property. Built in calls to action including “click to call”, “click to web” and "click to map” bolstered consumer engagement and proved their value by driving traffic to advertised locations.
"Hotel users by definition are in areas with which they’re not familiar. NAVTEQ LocationPoint provides an effective
advertising channel to target those mobile consumers when they’re looking for accommodations in unfamiliar areas or are within a short distance from a Best Western property.
It’s an elegant way to extend a more personal, relevant invitation for those consumers to become our guests."
Manager E-Commerce, Best Western Hotels Germany
Results
The campaign garnered a strong response rate. Fifteen percent of all consumers who clicked on the initial ad requested mapping information to the local Best Western property, signaling LocationPoint Advertising’s power to convert clicks to paying customers.
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