The company will continue to leverage the partnership through a combination of new and existing customised consumer programmes and promotions, targeting NASCAR's 75 million loyal fans. Best Western will also build upon its recent business-to-business successes by developing additional opportunities with other major sponsors.
On January 1, 2004, Best Western entered into a three-year agreement with NASCAR, becoming the sport's first-ever Official Hotel. Since then, the partnership has generated more attention for the lodging company than any other brand-wide initiative.
"Two years ago, Best Western assumed a high-profile position within the fastest growing sport in North America," said Dorothy Dowling, Best Western senior vice president of marketing. "As part of an elite group of NASCAR sponsor companies, we were given access to a large, loyal - and most importantly, mobile - audience."
The hotel chain has introduced a number of special initiatives, all geared towards providing customers with exclusive new benefits while on the road. In March 2004, Best Western launched Speed Rewards, a free, frequent guest programme designed specifically for race fans. As members, individuals can earn valuable points that are redeemable for NASCAR-licensed merchandise such as jackets and caps and race-related items.
Members can also earn free room nights anywhere in the world, as well as dining and shopping certificates, and are eligible for special sweepstakes and promotional offerings.
Last year, the hotel chain kicked off the season with the launch of its RaceFan Rate, providing special year-round savings to fans at Best Western hotels across North America.
