Best Western GB is celebrating after winning the top accolade for a consumer-facing direct marketing campaign in the Direct Marketing Association awards on Tuesday night.
The ‘Happiness is…’ campaign was created by Yorkshire-based agency Sharp and launched in winter 2013.
The objective of the campaign was to increase winter bookings at Best Western GB’s 284 properties in a climate of austerity.
Rather than focusing on a discount, the ‘Happiness is…’ campaign promoted the emotive reasons behind consumer motivators to booking a UK break.
In collaboration with the York-based Best Western marketing team, Sharp’s creative campaign delivered a bookings increase of 105 per cent year-on-year.
CEO Richard Lewis said: “We are extremely pleased to have gained recognition for our efforts in conjunction with our creative agency Sharp.
“This is a regional success story for us and Sharp – they were the only winners on the night not to have an office in London – so we are all extremely proud of the outputs and the results of the campaign, which was so successful that we had to extend the running time until March 2014.”
“The Direct Marketing Association awards are the pinnacle of recognition for the direct marketing industry in the UK and we are delighted to have won the gold award for our work,” said Sharp’s creative partner, Richard Sharp.
“Our work stood out against world-renowned agencies, which is a testament to the team’s dedication to getting fantastic results for our clients which go above and beyond the brief,” he added.