Having historically relied primarily on Best Western corporate marketing efforts to drive bookings through the brand site, the property’s independent website was outdated and not generating significant conversions. Despite efforts on behalf of staff to create blog content for the existing site, the property had no coordinated strategy around digital marketing beyond the website.
Beginning with extensive research and consultation, we developed a strategy to position and market the property online in a way that emphasized the property’s unique aspects without overplaying the BW brand aspects. We built an immersive, mobile-oriented custom website for the property that focused heavily on the local area, using hi-res video content to increase time-on-site and capture the on property experience.
After launch, the website has steadily registered increases in almost every major metric, generating more online conversions for the property than at any time in its history. To shore up their strong organic performance, we worked to launch a paid media advertising campaign (PPC) with the property to drive additional traffic and bookings during shoulder seasons.
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