Best Western

Designing direct mail to encourage you to explore the country and discover hotels with personality

Best Western Hotels is a unique group of hotels, and because each hotel is so different, this isn’t a monotone chain of identikit hotels. Its strapline and USP reflected the cherished individuality of each of their hotels and locations – Hotels With Personality. 

In all the communications that I designed in partnership with a copywriter, whether TV idents, direct mail or online, we sought to explore the individual personalities of their hotels. The direct mail packs I’ve shown here are a few examples of their winter mailings that I concepted and designed. Best Western planned the winter mailing pack as a key part of their acquisition campaign each year. If you explore the “Expertise” part of my website you will also find some examples of TV idents that I storyboarded and directed (and I even appear in one fleetingly, just don’t blink), as well as some examples of email communications.


I designed the winter mailing below using the flexibility of the Best Western brand to give it the feel of a premium lifestyle magazine. This meant that I could have some fun showing off the truly individual nature of each hotel with a totally unique design. Each spread focuses on a different hotel from right across the country, highlighting a special location or activity that a guest could experience during their stay.

Best Western Winter Campaign direct mail brochure

Best Western Winter Campaign 2013
Best Western Winter Campaign 2013

Best Western Hotels strapline and USP was Hotels With Personality. Unlike their key competitors, they cherished the individual nature of each of their hotels and locations. This Winter mailing highlighted the breadth of their hotel offering and the amazingly varied experiences the guests could enjoy during their stay.

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Best Western Winter Campaign 2013
Best Western Winter Campaign 2013

Best Western Hotels strapline and USP was Hotels With Personality. Unlike their key competitors, they cherished the individual nature of each of their hotels and locations. This Winter mailing highlighted the breadth of their hotel offering and the amazingly varied experiences the guests could enjoy during their stay.

press to zoom
Best Western Winter Campaign 2013
Best Western Winter Campaign 2013

Best Western Hotels strapline and USP was Hotels With Personality. Unlike their key competitors, they cherished the individual nature of each of their hotels and locations. This Winter mailing highlighted the breadth of their hotel offering and the amazingly varied experiences the guests could enjoy during their stay.

press to zoom
Best Western Winter Campaign 2013
Best Western Winter Campaign 2013

Best Western Hotels strapline and USP was Hotels With Personality. Unlike their key competitors, they cherished the individual nature of each of their hotels and locations. This Winter mailing highlighted the breadth of their hotel offering and the amazingly varied experiences the guests could enjoy during their stay.

press to zoom
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