A communication strategy with different means was chosen to reach the objectives.On one side, Best Western announced an online contest/game, in order to catch web users' curiosity and to invite them to subscribe to the website.On the other side, a direct paper mailing was realised, sending 15,000 newsletters including a door hanger (typical hotel element) as a gift, in order to create a direct reminder of the Best Western offer.

Almost 5,000 enrolments to the website in one month!Page views: 696,000 (+54% compared to monthly average in 2004).Visits: 152,700 (+64% compared to monthly average in 2004).Unique visitors: 124,000 (+65% compared to monthly average in 2004).Redemption of the paper mailing: 6.5% - equal to 975 Gold Crown members enrolled to the website.