Best Western Taps Gotham For N. America Ads
-- Hotels, 10/22/2009 8:30:00 AM
Best Western International Inc. has named New York-based Gotham Inc., a unit of IPG, agency of record for its North America business.
The independently owned and operated hotel chain boasts over 4000 properties worldwide, with over 2200 located in the North American region alone. Gotham will manage the full range of integrated creative and strategic duties that will include major 2010/2011 initiatives/campaigns. The decision comes after a 6 to 8 week formal review. Best Western’s media business was not in review, and will continue to be handled by Initiative Media. Best Western spends approximately between $45 and $50 million in media annually.
“It’s all about market share this year, and we were very impressed with Gotham’s command of our business,” said Dorothy Dowling, Best Western’s senior vice president of marketing and sales. “These are smart folks who will bring a strategic point of view to our creative.”
“Best Western is a leader in the hospitality industry, and a brand that’s relevant and resonant with people all across North America and the world for that matter,” remarks Peter McGuinness, Chairman & CEO of Gotham. “We are thrilled to help evolve the brand to increase loyalty among its current base as well as to attract new users”
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