Get some personality and stand out from the crowd Tim Wade – Head of Marketing Gemma Dawson – Marketing Manager – Leisure Lisa Cosquer – Production Manager Jason Munslow – Head of Ecommerce

“The GM is key to changing perceptions” (Source: Interbrand)

Summary To own ‘independent’ in the customers’ minds Celebrate and take pride in our independent nature in order to attract the independently minded guest, who is bored with the formulaic hotel experience To make a stand away from the chains. To be bold Get people talking about Best Western and to be known for something Be proud of the brand To force customers to reassess our brand

Brand Strategy Our brand position The hotel group that actively encourages individuality and independent thinking because when you go to a hotel you hope for a unique, memorable and special experience not a manufactured one Our personality Warm Approachable Unique Fun Imaginative

Our brand values We passionately believe : In making a difference In self expression and individuality (for our member hotels and our staff) In innovation In making every stay special In being at the heart of the community In having fun, smiling and enjoying what we do

Getting involved 1.Using the new brand 2.Get involved with the launch 3.Celebrate your own independence

Using the new brand Making it easy for you Best Western Templates Best Western er Branded items In-hotel magazine

Best Western Templates

Best Western er

New System Best Western er allows you to create and distribute high-impact branded HTML s with full personalisation.

Protects you –No spam listing Sending s through Outlook damages your rating. AAA rated system See your s before sending Meet data protection rules Subscribe and Unsubscribe

Best Western er No IT Setup Full Support Learn how to use the Best Western er system through a set of training videos. Bespoke Best Western Training manual In addition a dedicated support via phone or , as well as a dedicated account manager.

Best Western er It’s Free Yes the system is FREE and includes all system upgrades and support. After that, you pay a small fee for the s you send. For example; sending a fully branded, measurable and spam free to 600 people would cost £12.

Getting involved with the launch w/c 12 th April – launch week –Central office and every hotel to involve staff in launch activity Personality theme for the week Different events to get the staff involved so that they live the brand Different PR opportunities Learn more about the hotels PR launch – Britain's got personality

Celebrate your independence Rosalind Forester – Best Western Henbury lodge

Celebrate your independence Rosalind Forrester – Best Western Henbury lodge

Celebrate your independence David Brooks – Best Western Dean Court

Celebrate your independence The public said Independent hotels are: More memorable They give more personal customer service They care more about me as an individual They offer me something different They make me feel special

Celebrate your independence They specifically said Random acts of kindness (scrape windows in winter, free umbrella when its raining, free upgrades, weather reports) Free gifts and free stuff – from water, to fruit Local produce Local knowledge Personal touch Smiling, friendly, open, approachable

Tell us about it However you celebrate your independence please tell us about it This is in cornerstone of our activity so the more interesting stories we have the more we become known for ‘personality’ Complete the web trawl so we can put your personality online – Deadline 12 th Feb

Get your staff involved Induction leaflet Book of personality Launch event Get them excited about the TV commercial

Photography One of the biggest changes we could make to our brand and the revenue to your hotel would be photography and Video It will increase your revenue It will increase the number of customers you have It will improve perceptions of your hotel and the brand

Photography

7 things to take away Celebrate with us at your hotel Use the brand Be different, Be memorable, Be Independent Tell us about it Get your staff involved Good imagery = increased revenue Be proud to be part of Best Western