Best Western Seasonal Promotions
Art Direction
Creative Strategy
OBJECTIVE
Develop multi-million dollar North American advertising campaign creative for varying media buy placements throughout the year to incentivize future reservations, increase enrollment and retention rates into the Best Western Rewards (BWR) loyalty program and drive direct bookings at bestwestern.com.
SOLUTION
Ideas Collide would provide new creative development for the promotional refresh five times a year: spring, summer, fall, winter and evergreen. As the Art Director, I would be in charge of the following:
Worked closely with the account team and another digital agency to secure the national-level media buy for each promo season
Typically, Ideas Collide would develop 2-4 creative concepts. I would provide creative direction to the designers and outline our ideations in a presentation deck for Best Western’s approval. On occasion, BW would create digital concepts and provide working files to us to flush out the production work
Once we receive client approvals, our team would move into the production stage. On average, I’d oversee and review the creation of 120+ assets, ranging from animated to static options and varying specifications. Final promotional assets would include media buy (digital banners, Waze, TripAdvisor), partnership and internal (AAA, CAA, AARP and French), as well as innovation campaigns (in-property displays, social media)
Meetings with the design and account teams were scheduled as needed to QA designs together and provide edits in real-time to ensure consistency and specifications were accurately being met. Additional reviews continued as edits were needed to finalize assets before final placement
Overseeing the production process, there were many factors to keep in mind such as consistency in how the concepts would translate to different banner set sizes, button styles, legal copy, animation speeds and transitions, etc.
Role: Art Director
Agency: Ideas Collide
Year: 2018-Present
The following work samples were created while working with Ideas Collide for Best Western Hotels & Resorts. All rights of the designs are property of both parties and can be removed from display in my portfolio at any time.