Rewards at the Speed of NASCAR

Client: Best Western International

Overview

Best Western became the Official Hotel of NASCAR in 2004. As part of their Agreement, they needed to develop a team relationship and a cost effective activation plan that integrated the Official status and team sponsorship together to support their key objectives for entering the sport. Best Western was also looking for a way to show their hotel membership that they were a relevant hotel brand that was in step with today’s leisure and business guests lifestyle profile.

Challenge

Contemporize the brand, address key business objectives.

Solution

The Official Hotel of NASCAR

With the creation of a co-branded logo and activation plan, the relationship has emerged into a successful corporate sales, media and PR initiative. Best Western’s NASCAR fan loyalty program “Speed Rewards”, is embarking on its sixth year of implementation, and continues to significantly contribute to revenue goals.

• Provided industry education and identified key activation avenues to reach goals.
• Negotiated a multi-dimensional sponsorship with Michael Waltrip Racing to complement and legitimize NASCAR official status.
• With B2B a key focus for Best Western, SD assisted them in creating NASCAR’s first B2B Council which allowed them to develop marketing alliances with other "official" partners.
• SD managed Best Western’s Speed Reward’s sign-up interactive booths, media and VIP engagement and hospitality effort in key markets.

Related Video

Best Western: Best Damn Sports Show Period

Related Services

• Brand Strategy
• Contract Negotiations
• Program Development
• Guest Entertainment
• Creative Services

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