For Planning an Event

8/8/2019 For Planning an Event

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table of contents*

Toolkit Overview

Contacts / Resources

Event Planning Timeline

Creating a Memorable EventSection A: Your Hotels Grand Opening

Section B: Other Launch Resources / Tools

Section C: Creative Templates

LAUNCHING YOUR NEW BEST WESTERN::.

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Best Western The Worlds Largest Hotel Chain


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making the most of your new Best Western opening

A MESSAGE FROM DAVID KONG,President & CEO::.Congratulations on your momentous day!

You have joined an organization with a great heritage. We are proud of morethan 60 years of caring for travelers around the globe, and we celebrate yourgrand opening as a new chapter in our rich history.

Our Member-owners have a true voice in this company. The collective wisdomof you and your fellow hoteliers helps drive our strategy, resulting in record yearsof growth.

This is a collective effort. Best Western will drive business to your doors but themagic happens with you, at your hotel.

This brand is built one experience at a time, at your hotel and at those of yourfellow Best Western hotels. I encourage you to tap into the support teamsavailable to you, and urge you to stay in close contact with:

Revenue Managers: 800. 766. 9247; [email protected] Service Managers: 623. 780. 6307; [email protected]

As the President and CEO of Best Western International, the buck stops withme. At any time if you have any questions or concerns, please dont hesitate tocontact me directly. I would consider it a personal favor.

We are excited about your future with Best Western.

Warmest regards,

David KongPresident & CEO

Toolkit Overview

page 3Best Western The Worlds Largest Hotel Chain


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at Best Western InternationalKEY CONTACTS::.

Contacts / Resources

The following is a list of departments that youmay need to contact or use as a resource inplanning your grand opening event.

MEMBER CARE - DISTRICT MANAGER MEMBER RELATIONS:

district I: 800. 992. 8011district II: 800. 992. 8012

district III: 800. 992. 8013district IV: 800. 338. 8167district V: 800. 992. 8015district VI: 800. 992. 8016district VII: 800. 992. 8017fax: 602. 957. 5987

CORPORATE COMMUNICATIONS (public relations):

phone: 602. 957. 5589fax: 602. 957. 5641e-mail: [email protected]

BEST WESTERN REWARDSSM HELP DESK:

phone: 800.237.8483fax: 623.780.6988e-mail: [email protected]

FREE BEST WESTERN REWARDSSM

MARKETING SUPPLIES:

order online: mybestwestern.com

phone: 888-613-9895

e-mail: [email protected]

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5Best Western The Worlds Largest Hotel Chain

Best Western Supply (promotional items): www.bestwesternpromote.com


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Event Planning Timeline

90 DAYS PRIORSet grand opening event date;make sure your date doesntconict with any major community

events

Create invitation mailing list

Send a Save the Date to BestWestern International HQ Staff

Work with key HQ contacts(secure calendars)

Engage Best Western CorporateCommunications to determinePR support

Schedule Best Western NASCARShow Car and Best WesternHarley-Davidson Show Bike

Develop content for collateral

Determine grand opening offers

Secure catering

Plan layout / setup / propping /dcor for event

Schedule entertainment

Utilize templates for invitations,brochures and nalize all collateralpieces

Contact local radio station toschedule live feed

Order gift bag items

Order promotional giveaway itemsto hand out at your event; visitbestwesternpromote.com or callyour local promotional vendor

Engage with Best WesternCorporate Communications todevelop press release

Distribute formal invitations

Print collateral

Issue press invitations

Schedule special preview toursof the property to key contacts orfuture clients

Finalize promotional materials,assemble giveaway items

Assemble press kits

Develop talking points for media/press interviews and for special tourswith support from Best WesternCorporate Communications

page 6

60 DAYS PRIOR

30 DAYS PRIOR

EVENT TIMELINE::.

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CREATING A MEMORABLE EVENT::.

Creating a Memorable Event

page 7

Select unique theme, showcase all the amenities and services your hotel offers

Make it fun: Create festive atmosphere through use of decorations (owers, lighting, music)

Hire entertainment to complement grand opening theme

Plan ahead, give adequate time for printing invitations, collateral

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SECTION A::.

Section A: Your Hotels Grand Opening

page 8

your Best Western grand opening event



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YOUR HOTELS GRAND OPENING EVENT::.


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A few considerations & ideas to keep in mind as you rst start planning your event:

Hosting a grandopening event is the

perfect opportunity toshowcase your hotels

amenities and services to

your local community,including leaders,businesses and

potential clients.

A grand openingevent can takeplace anytime fromdays before yourdoors ofcially opento 2 months later.

Schedule the eventduring the afternoon/early evening. It issuggested that theevent last 2-4 hours,depending on thesize of the hotel.

Use your hotel space tobest showcase your fullarray of amenities andservices. Set up eachspace as if it werebeing used. For exampletowels nicely set up bythe pool; meetingfacilities set up as if

a meeting werehappening; etc.

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YOUR HOTELS GRAND OPENING EVENT::.


page 10

For smaller hotel properties, make your reception area / lobby the focus of theevent. If the hotel is already operational when the event takes place, considerusing a meeting room instead. Food can be set up in the breakfast area.

Larger, full-service properties should host opening events in the mainbanquet room. Showcase all of your hotels assets so guests attending the eventcan get a full view of all your hotels services.

Provide tours through the pool area, tness facilities, business center,

meeting rooms and select guest rooms.

Provide a party favor gift bag for each attendee.- Suggested contents include: Best Western logo items, Best Western Travel

Card, 10% off coupon, etc. Include extras for VIP attendees. Addcollateral pieces to highlight Best Western programs: Best WesternRewardsSM, AAA/CAA, NASCARand Harley-Davidson. Many of theseprograms are free to join.

Feature Best Western RewardsSM collateral and signage throughout the event.

Consider offering bonus points to grand opening attendees who sign up for theRewards at the event.- For example, 500 bonus points can be offered to event attendees

who sign up for Best Western Rewards during the grand opening.Cost to your hotel per sign-up is only $2.75!

- When extending an offer, property must include terms and conditions forthe offer in related collateral.

Create a hotel overview packet for each grand opening attendee.- Packet may include a hotel overview document, detailed

information on amenities, area attractions, special offers, etc.

See templates for examples.

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[Hotel Name]

You and a guest are cordially invited toattend

Grand Opening Event

Featuring Entertainment, Cocktails and

Appetizers

Friday, January 11, 2008 - 7 pm

1234 East Parkway, City, ST 12345

Please RSVP by January 1, 2008 to

[email protected]

or call (620) 392-8899

Website URL

Grand OpeningJanuary 7, 2008 @ 7 pm

EVENT INVITATIONS::.


page 11

Invite local business leaders- Adjacent businesses- Local area Chamber of Commerce and Convention & Visitors Bureau- Local Attractions- Dignitaries (mayor, council members, etc.) and VIP guests

Area travel agents

- Traditional travel agents: AAA/CAA ofces, Carlson Wagonlit Traveland American Express

Local press- Business, travel and real estate reporters and editors

Local afliates for BW Partnerships- Nearest AAA/CAA Club representatives- Harley-Davidson dealers- Local NASCAR or ISC afliated race tracks

Best Western International HQ- BW Staff/Executives- Development Regional Director- Area Governor- Board Members- Fellow BW Members- Send invites at least 60 days prior to the event

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Use theprovided event

invitation templateprovided in this toolkit

to save you design costsand to ensure aconsistent brandidentity for theselaunch events.



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An effective public relations program is key to a successful launch,because it can result in credible, third-party endorsements of your hotel.Use these suggestions to get media coverage in your local market.

Work with Best Western Corporate Communications to develop theright public relations plan for your hotel

Issue a press release to local media contacts

Send grand opening invitation to local media contacts

Request a Best Western press kit from Corporate Communications- Insert property fact sheet (reference templates providedin template section of this toolkit)

Work with local radio station to schedule a live feed from Grand

Opening Event; consider offering a giveaway in conjunction withthe promotion

Day before grand opening make event calls to local TV and radioassignment editors

See page 5 for Best Western Corporate Communications contact

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PUBLIC / MEDIA RELATIONS::.



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COLLATERAL PIECES::.


page 13

See templatesincluded in this toolkit.

Download templates at:

mybestwestern.com/

Home > Operations >Hotel Development >Grand Opening Toolkit

{ }Use existing collateral and templates where available. Templates available for:

Grand opening invitation

Poster

Fact sheet

Grand opening 10% off coupon

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S ti A Y H t l G d O i


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RECEPTION - OPTION A::.


select service properties

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appetizers

desserts d

rinks

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Suggested Serving Tables:

Mix of light and heavy appetizersBite size dessert spreadSodas/Coffee/WaterWine/Beer

Secure additional stafng for thegrand opening in order to maintainhotel operations during the event.

Theme food to your local style.

Where:

Breakfast Area orMeeting/Conference Room

* Actual set up may vary based on room dimensions.Use the assets you have in your hotel.

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RECEPTION - OPTION B::.


full service properties

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salad/fruitbuffet

side dishstation

carvingtable

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Suggested Serving Tables:

Mix of light and heavy appetizersSide Dish Serving AreaCarving TableDessertsBar Service

Theme food to your local fare.

Where:

Banquet Room or Conference Room

Set up the banquet room with full dcor,including themed centerpieces, chaircovers, best available linens, entertain-ment, mood lighting, etc.

This is a great opportunity to showcaseyour hotel offerings.

appetizers

desserts

bar

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rtain

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RECEPTION - OPTION C::.


full service properties

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Suggested Serving Areas:

Mix of light and heavy appetizersSide Dish Serving AreaCarving TableDessertsBar Service

Theme food to your local fare.

Where:

Poolside

Set up outside around your pool areafor a cocktail/mixer event with lightappetizers.

This is a great opportunity to showcasethe versatility of your property for anytype of event.

appetizer

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salads

& sides

carving

tabledesserts

bar

ente

rtain

men

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pool

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SECTION B::.


Best Western Programs


Best Western RewardsSM

NASCAR

Harley-Davidson

AAA/CAA

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BEST WESTERN REWARDS::.


Best Western RewardsSM (BWR)

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Best Western Rewards is Best Westerns FREE rewards program,designed to build brand loyalty by rewarding our repeat customers--especially business travelers.

In 2008, the program drove more than $650 million in revenue to ourNorth American properties.

Three elite member tiers that drive over 50% of the revenue to properties.

Only brand that offers lifestyle rewards programs for AAA/CAA members, NASCAR fansand Harley-Davidsonenthusiasts.

BWR Member Benets:

BWR members earn 10 points for every U.S. dollar spent on qualied BWR room rates or250 airline miles/0.5 Southwest Airlines Rapid Rewards credit per qualied stay withany of our participating airline partners.

Points, miles or credits can be earned at all Best Western hotels worldwide.

Points can be redeemed for a variety of awards from one of the mostextensive partner networks in the industry. Awards including free global room nights,airline miles, Best Western Travel Card, merchandise, car rentals, shopping, dining and

entertainment gift cards and more.

Members of Best Western Rewards receive special offers and promotions to entice them to staymore frequently with Best Western. They can also earn points through select BWR partners like carrental companies and retailers.

Why Leverage this Program at Your Hotel?

When presented with a choice, the customer will choose the hotel offering the bestrewards program.

Rewarding loyal guests drives revenue.

Generates an average ROI of $18.00 to every $1.00 spent.

Your hotel receives benets from a worldwide BWR network.Best Western The Worlds Largest Hotel Chain



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LEVERAGING THE REWARDS PROGRAM::.


additional marketing tools for all hotels

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Open Best Western Rewards (BWR) applicationsand extra front desk displays to be used ascollateral for grand opening event

Create a special BWR points promotion for

grand opening- For example, during the rst 6 months,

offer 500 bonus points for each qualied

stay {Estimated cost: 500 points = $2.75 perBWR member stay}

- Encourage grand opening attendeesto enroll in BWR; offer a small incentive(Best Western Travel Card, BWR Bonus

Points, etc.)

Include information about points promotion ingrand opening invitations as a draw toencourage attendance

- When extending an offer, property mustinclude terms and conditions for the offer

in related collateral.




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ENGAGE BEST WESTERN PARTNERS::.


additional tools for launching your hotel

page 20

Put these valuable Best Western relationships to work for you! Contact local

ofces for each of these partners and notify them of your Grand Opening.

Create special offers for their members and generate more reservations at

your Best Western hotel.

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AAA/CAA

Encourage your guests to sign up for AAA/CAA and the AAA/CAA Preferred

Best Western RewardsSM program

Contact your local AAA or CAA ofce - aaa.biz

Offer your AAA/CAA guest the AAA/CAA (3A) rate

Harley-Davidson

Encourage your guests to sign up for Best Western Ride Rewards

Find your nearest Rider dealer and build relationship

Sign up as a rider-friendly hotel

Offer your Harley-Davidson enthusiast the Harley-Davidson (HY) rate

NASCAR

Encourage guests to sign up for Speed Rewards SM

Order NASCAR promotional merchandise to display on property

Reserve your NASCAR show car and Harley-Davidson show bike

Offer race fans the Race Fan (N) rate

For more details about these great

marketing partnerships use this contact

information:

AAA/CAA Preferred

mybestwestern.com >Marketing & Sales >AAA/CAA

HARLEY-DAVIDSON

mybestwestern.com >Marketing & Sales >Harley-Davidson

NASCAR

mybestwestern.com >Marketing & Sales >NASCAR

Harley-Davidson, H-D, Harley, Harley Owners Group,H.O.G., the Bar and Shield logo, and Ride Rewards

are among the trademarks of H-D Michigan, Inc.




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SHOW CAR AT YOUR EVENT::.


Best Western NASCAR

page 21

BEST WESTERN #99 SHOW CARThe Best Western #99 Show Car is an actual stock car, complete withracing engine and built-out interior. It is a replica of the Best WesternCar driven by David Reutimann of Michael Waltrip Racing.

HOW TO USE THE BW #99 SHOW CAR

There are a variety of ways to bring added attention to your propertyby featuring the Best Western #99 Show Car. Suggestions include:

- Host a special grand opening or re-opening at your hotel.Invite the community to come tour your property and havetheir picture taken with the Show Car.

- Host a charitable event with a racing theme. Donate proceedsto the NASCAR supported Victory Junction Gang Camp, or toyour favorite local charity.

- Hold a Chamber of Commerce meeting at your hotel.

- Display the car at a local car enthusiast show.

{access this information from www.mybestwestern.com> Marketing & Sales > NASCAR > Show Car > Show Car Request Form}

Best Western #99 Show Car Package Features:

- Show Car for Eight Hours- Michael Waltrip Standee- Best Western/NASCAR Banner- Best Western/NASCAR Flag- Best Western/NASCAR Giveaways

Package Fee: $795.00




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SHOW BIKE & SHOW CAR AT YOUR EVENT::.


Best Westerns HARLEY-DAVIDSON

Best Westerns Harley-Davidson Show Bike is a custom touring bike withspecially designed paint and leather built to Best Western specications.

Together with Best Westerns #99 NASCAR Show Car, they are a popular,vivid display that will call attention to your hotel when featured at bikeand car shows, rallies, and events!

SUGGESTIONS FOR USING THE BEST WESTERNS HARLEY-DAVIDSON

SHOW BIKE AND #99 SHOW CAR- Host a special grand opening or re-opening at your hotel.

Invite the community to come tour your property and havetheir picture taken with the Show Bike and Show Car.

- Host a charitable event with a racing theme.Donate proceeds to your favorite local charity.

- Hold a Chamber of Commerce meeting at your hotel.

- Display the bike and car at a local car show and/orHarley-Davidson enthusiast event.

- Visit the ofces of one of your best clients and offer pictures

Note: Show Bike package includes the NASCAR Show Car.You cannot get the bike without getting the car.

{access this information from www.mybestwestern.com > Marketing & Sales> HARLEY-DAVIDSON > Show Bike > Show Bike Request Form}

BEST WESTERN HARLEY-DAVIDSON SHOW BIKE AND#99 SHOW CAR PACKAGE

- Show Bike and Show Car for eight hours- Michael Waltrip/David Reutimann standees- 200 NASCAR giveaways

- 200 rider-friendly giveaways- Driver and transporter of show bikeand show car for duration of appearance.

Package Cost: $995.00




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Contact local Chamber of Commerce

Become a member

Invite ofcers to preview property; offer VIP invitations togrand opening event

Secure a mailing list from the Chamber of Commerce to notifylocal businesses of your hotel amenities and opening date

Send neighboring businesses a letter with updates on the

opening of your property

Consider creating a special introductory offer for guestsfrom adjacent businesses such as hospitals, funeral homes,

clubs, colleges, restaurants, etc.

Ask if neighboring businesses would be willing to displaycollateral / yers about your Best Western

BUSINESS NETWORKING::.

Sec o : O e au c esou ces / oo s

additional marketing tools for launching your hotel

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SECTION C::.

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creative templates

page 24

[Hotel Name] Grand Opening Event

Featuring Entertainment, Cocktails and Appetizers

Friday, January 11, 2008

7 pm


Please RSVP by January 1, 2008 to [email protected]

or call (620) 392-8899

Hotel URL

Earn 500 Best Western RewardsSM Points and 10% off your next stay with uswhen you attend our Grand Opening. Not a member of Best Western Rewards?

You can enroll during the event and start earning points toward free staysand other great rewards.

(Example offer. Each property must include its terms and conditions for the offer.)




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USING TEMPLATES::.

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These templates are provided in EditableAdobe Acrobat les for easy editing with desktop

publishing tools such as Illustrator, InDesign or AdobeAcrobat Professional. Just download the template atmybestwestern.com using this path: Home > Operations> Hotel Development > Grand Opening Toolkit

You can update the content with your hotelsgrand opening information, and send it off tothe printer. Its that simple.

If you dont have time or resources to makethe updates in-house, we have an easysolution for you. For just $50 per template,one of our preferred marketing vendors willmake the updates for you.

For more information please contact an associatewith Ideas Collide Marketing Communicationsat [email protected] or call 480.329.9313or 602.595.2570.

Downloadtemplates at:

mybestwestern.com/

Home > Operations >Hotel Development >

Grand Opening Toolkit

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mybestwestern.com/

Home > Operations >

Hotel Development >Grand Opening Toolkit

{ }INVITATION TEMPLATES::.

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Invitation Template Blue Wave HorizontalHorizontal, full-bleed template.

Invitation Template Burgundy HorizontalHorizontal, non-bleed template.For cost effective printing, use this template.

Horizontal

[Hotel Name]Grand Opening Event


Friday, January 11, 20087 pm

1234 East Parkway, City, ST 12345Please RSVP by January 1, 2008 to [email protected]

or call (620) 392-8899

Hotel URL


You can enroll during the event and start earningpoints toward free stays and other great rewards.


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Dimensions 4 x 6 inches

[Hotel Name] Grand Opening Event


Friday, January 11, 2008

7 pm


Please RSVP by January 1, 2008 to [email protected]

or call (620) 392-8899

Hotel URL


You can enroll during the event and start earning points toward free staysand other great rewards.




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INVITATION TEMPLATES::.


Invitation Template Blue Wave VerticalVertical, full-bleed template.

Invitation Template Blue with BorderVertical, non-bleed template.For cost effective printing, use this template.

Vertical

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mybestwestern.com/



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[Hotel Name]

You and a guest are cordially invited toattend

Grand Opening Event

Featuring Entertainment, Cocktails and

Appetizers

Friday, January 11, 2008 - 7 pm


Please RSVP by January 1, 2008 to

[email protected]

or call (620) 392-8899

Website URL



Download


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COUPON TEMPLATES::.


Coupon Template Blue BorderlessFor cost effective printing, use this template.This template is also best if you dont haveaccess to professional-grade hotelphotography at the time of printing.

Coupon Template Blue with BorderUse this template if you have professional hotelphotography you can show off. This templatemay require full color process for printing.

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[Hotel Name][Hotel Location]

10%OFFStay First.For Less.Earn 500 Best Western RewardsSM points and

10% off your next stay with us when you attend

our Grand Opening on January 11, 2008.

Not a member of Best Western Rewards? You canenroll during the event and start earning points

towards free stays and other greater rewards.

www.bestwestern.com/mynewBWhotel

Best Western [Hotel Name] Grand OpeningFriday, January 11, 2008 @ 7 pm


Offer valid for stays between January 11, 2008and April 11, 2008. Must be a BWR member and

present this coupon to receive 10% off room rate.

(Example offer. Each property must includeits terms and conditions for the offer.)

templates at:

mybestwestern.com/

Home > Operations >Hotel Development >Grand Opening Toolkit

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[Hotel Name]

Earn 500 Best Western RewardsSM points and

10% off your next stay with us when you attendour Grand Opening on January 11, 2008. Not a

member of Best Western Rewards? You canenroll during the event and start earning points

towards free stays and other greater rewards.


Best Western [Hotel Name] Grand OpeningFriday, January 11, 2008 @ 7 pm


Offer valid for stays between January 11, 2008and April 11, 2008. Must be a BWR member

and present this coupon to receive10% off room rate.

(Example offer. Each property must include

its terms and conditions for the offer.)

10%OFFStay First.For Less.



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FACT SHEET TEMPLATES::.


Non-bleed fact sheet template options.Use for cost effective printing.

Full-bleed fact sheet template options.

Fact Sheet Template

Blue Borderless

Fact Sheet Template

Burgundy

Fact Sheet Template

Blue with Border

Fact Sheet Template

Blue Wave* ** *

Dimensions 8.5 x 11 inches


mybestwestern.com/

Home > Operations >

Hotel Development >Grand Opening Toolkit

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POSTER TEMPLATES::.


Non-bleed poster template options.Use for cost effective printing.

Full-bleed fact sheet template options.

Poster Template

Blue with Border

Poster Template

Blue Wave

Poster Template

Burgundy

Poster Template

Blue Borderless* ** *


[Hotel Name]

January 7, 2008 @ 7 pm

GuestRoom SneakPeek

MeetingRoom Tours

ExploreourAmenities

EnjoyDrinksandAppetizers, Great

Entertainment

Askhow youcan earn 500Best WesternRewardsSM pointsand10% offyournextstaywithus!



(Exampleoffer. Eachpropertymustincludeitstermsandconditionsfortheoffer.)

[Hotel Name]

[Hotel Location]


Guest Room Sneak Peak

Meeting Room Tours

Explore our Amenities

Enjoy Drinks and Appetizers, Great Entertainment

Ask how you can earn

500 Best Western Rewards SM points

and 10% off your next stay with us!


(Example offer. Each property mustinclude itsterms andconditions for theoffer.)

Grand Opening

January7,2008@ 7 pmGuestRoom SneakPeekMeetingRoom ToursExploreourAmenitiesEnjoyDrinksand Appetizers, GreatEntertainment

Askhowyou can earn 500BestWestern RewardsSMpointsand10%offyournextstaywithus!


[Hotel Name][Hotel Location]

(Exampleoffer. Eachpropertymustincludeitstermsandconditionsfortheoffer.)


mybestwestern.com/



{ }

[Hotel Name]

[Hotel Location]


January11,2008@ 7 pm

GuestRoom SneakPeak

MeetingRoom Tours

ExploreourAmeniti es

EnjoyDrinks andAppetizers, GreatEntertainment

Askhow youcan earn 500Best Western RewardsSM pointsand10%offyournextstaywithus!


(Exampleoffer. Eachproperty mustincludeits termsand conditionsfor theoffer.)


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Produced byBest Western International

North American Development

Each Best Western hotel is independently owned and operated. Best Western Rewards SM is owned and operated by BW GCCI, Inc.,

a wholly owned subsidiary of Best Western International, Inc. Best Western and the Best Western marks are service marks or registeredservice marks of Best Western International, Inc. 2008 Best Western International, Inc. All rights reserved.

Documents

For Planning an Event