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Best Western

Objective

Designate, Best Western's online media agency, approached Advertising.com to develop a strategy to drive online bookings at a cost-effective rate whilst running across premium sites and achieving massive reach into the online population. It was important to find another online outlet through which Best Western can achieve both performance and scale whilst traditional travel media is at times, prohibitively expensive.

Course of action

Advertising.com proposed that Best Western run across our performance tested inventory on a CPM basis. The campaign ran across our premium inventory which has been tested for performance by a variety of CPA campaigns to ensure it is consistent in delivering results. This subnet allowed maximum reach into over 70% of the online population on a CPM basis whilst maintaining controlled frequency.

Measurement of success

Designate monitored Advertising.com's performance via third party tracking, analyzing the cost per booking and the revenue driven as a result of the Advertising.com activity.

Results

Advertising.com consistently achieves a low cost-per-booking whilst generating considerable revenue for Best Western Hotels. The performance tested inventory generates large, sustainable volumes of bookings enabling Best Western to hit their online performance targets.

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