It has briefed HHM to create advertising aimed at customers, and direct marketing to businesses. The account comprises its 350 UK hotels.
The task involves promoting the company's 'getaway breaks' to consumers, and its conferences and meeting room facilities which are badged under the sub-brand 'First Place', to businesses. This includes the creation of a First Place directory, outlining its services to business.
The brand work is expected to highlight the fact that Best Western Hotels are independently managed, and therefore offer more independent character than conventional hotel chains.
The company wants to maintain the individuality of its properties, but foster a brand affiliation across its estate.
In the business arena, Best Western competes against hotel chains such as Jarvis and Corus. Not all its UK hotels offer business facilities however.
HHM scooped the account after a six-way pitch. The account was previously held by WWAV Rapp Collins North. Brilliant Media holds the company's media planning and buying account.
Best Western started life in 1946 and is now the world's biggest hotel chain, encompassing more than 4,000 hotels.
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