bw go 12-07-2010 toolkit-final

8/8/2019 BW GO 12-07-2010 ToolKit-Final

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Grand Opening Toolkit}{

BEST WESTERN


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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: Promotional Materials

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::.

Toolkit Overview

page 3Best Western The Worlds Largest Hotel Chain

Congratulations on your momentous day!

You have joined an organization with a great heritage. We are proud of morethan 60 plus years of caring for travelers around the globe, and we celebrateyour grand 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


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This guide is designed to giveyou the tools you need tomaximize the impact of your

hotel grand opening!Enclosed you will nd:

HOW TO USE THIS TOOLKIT::.

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CHECKLISTS to help plan your grand opening event and develop new business opportunities

RECOMMENDATIONS for BASIC and FULL-SERVICE HOTELS

Recommended TIMELINES

PROMOTIONAL MATERIALS for SIGNAGE, POSTERS, INVITATIONS, etc.

USEFUL RESOURCESand OTHER IDEAS TO HELP YOU JUMP START YOUR BUSINESS!

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Toolkit Overview

Take a moment toreview the enclosedmaterials and bestpractices. Use what

works for your businessand launch your hotel

with success!



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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 REWARDS HELP DESK:

phone: 800. 237. 8483fax: 623. 780. 6988e-mail: [email protected]

FREE BEST WESTERN REWARDS

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 notication toBest Western International HQ Staff

Work with key HQ contacts(secure calendars)

Engage Best Western CorporateCommunications to determinePR support

Schedule Best Western #00 ShowCar and Best WesternHarley-Davidson Show Bike

Develop content for collateral

Determine grand opening offers

Secure catering

(Partner with local vendors todonate food in exchange for theopportunity to showcase theirbusiness at your event)

Plan layout / setup / propping /dcor for event

Schedule entertainment

Utilize plug & play promotionalmaterials to create and nalizeinvitations, brochures and otherpromotional pieces

Contact local radio station toschedule live feed

Order gift bag items

Order promotional giveaway itemsto hand out at your event; visitwww.bestwesternpromote.com orcall your local promotional vendor

Engage with Best WesternCorporate Communications todevelop a press release and mediaalert for your hotel opening

Distribute formal invitations

Print promotional materials

Issue press invitations

Schedule special preview toursof the property for key contactsor future 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

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60 DAYS PRIOR

30 DAYS PRIOR

EVENT TIMELINE::.

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CREATING A MEMORABLE EVENT::.

Creating a Memorable Event

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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: Leave adequate time for printing invitations and other promotional materials

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SECTION A::.

Section A: Your Hotels Grand Opening

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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 example,towels nicely set up bythe pool; meetingfacilities set up as if

a meeting werehappening; etc.

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YOUR HOTELS GRAND OPENING EVENT::.


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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. Make sure you have tour areas preparedand lit. If the tour is not guided, be sure to have maps available.

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. Add collateralpieces to highlight Best Westerns free rewards programs: Best WesternRewards, AAA/CAA PreferredSM, Speed Rewardsand Ride RewardsSM.

Feature Best Western Rewards collateral and signage throughout the event.Consider offering bonus points to grand opening attendees who sign up for the

Rewards 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 their terms and conditionsfor the offer in related collateral. See plug & play Stay First for Lesscoupon for example.

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 plug & play promotional materials for examples.

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An effective public relations program is key to a successful launchbecause 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 developthe right public relations plan for your hotel

- Press release

- Media Alert

Send Grand Opening invitation to local media contacts

Request a Best Western press kit from Corporate Communications- Insert property fact sheet (reference plug & play promotionalmaterials 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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EVENT INVITATIONS::.


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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 WagonlitTravel and 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 the invitation

promotional material

referred to in this toolkit

to ensure a consistent

brand identity for

launch events.



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RECEPTION - OPTION 1::.


select service properties

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appetizers

desserts d

rinks

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Suggested Menu and Stafng:

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.

* Partner with local vendors to donate food inexchange for the opportunity to showcase theirbusiness at your event.

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full service properties

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salad/fruitbuffet

side dishstation

carvingtable

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Suggested Menu and Serving Areas:

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

* Partner with local vendors to donate food inexchange for the opportunity to showcase their

business at your event.

S ti A Y H t l G d O i


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full service properties

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Suggested Menu and 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

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pool

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

* Partner with local vendors to donate food inexchange for the opportunity to showcase

their business at your event.



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SECTION B::.


Best Western Programs


Best Western Rewards

Speed Rewards

Ride RewardsSM

AAA/CAA PreferredSM

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BEST WESTERN REWARDS::.


Best Western Rewards(BWR)

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Best Western Rewards is Best Westerns FREE rewards program, designed to buildbrand 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, racing 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 Rewardscredit 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 most extensivepartner networks in the industry. Awards including free global room nights, airlinemiles, Best Western Travel Card, merchandise, car rentals, shopping, dining andentertainment 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.




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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

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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 PreferredSM

Best Western Rewards program

Contact your local AAA or CAA ofce - aaa.biz

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

Harley-Davidson

Encourage your guests to sign up for Best Western Ride RewardsSM

Find your nearest Harley dealer and build relationship

Sign up as a Rider-Friendlyhotel

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

Racing

Encourage guests to sign up for Speed Rewards

Order racing promotional merchandise to display on property

Reserve the #00 Sprint Cup Show Car

Offer race fans the RaceFan Rate(N)

For more details about these great

marketing partnerships use this contact

information:

AAA/CAA PreferredSM

mybestwestern.com >Marketing & Sales >AAA/CAA

HARLEY-DAVIDSON

mybestwestern.com >Marketing & Sales >Harley-Davidson

RACING

mybestwestern.com >Marketing & Sales >Racing

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

trademarks of H-D Michigan, LLC.




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SHOW CAR AT YOUR EVENT::.


Best Western Racing

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BEST WESTERN #00 SHOW CARThe Best Western #00 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 #00 SHOW CAR

There are a variety of ways to bring added attention to your propertyby featuring the Best Western #00 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.

Best Western #00 Show Car Package Features:

- Show Car for Eight Hours- 200 Best Western/NASCAR Giveaways

Package Fee: $995.00


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



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SHOW BIKE AT YOUR EVENT::.


Best Westerns HARLEY-DAVIDSON

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

BEST WESTERN HARLEY-DAVIDSON SHOW BIKE

- Show Bike for eight hours- 200 rider-friendly giveaways- Driver and transporter of show bike

for duration of appearance.

Package Cost: $995.00


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

Create a popular, vivid display that will call attention to your hotel whenfeatured at bike and car shows, rallies, and events!

SUGGESTIONS FOR USING THE BEST WESTERNS HARLEY-DAVIDSON

SHOW BIKE

- 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.

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

- Hold a Chamber of Commerce meeting at your hotel.

- Display the bike at a local car show, Harley-Davidsonenthusiast event or H.O.G. rally.

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

with the bike, along with giveaways.



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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 event.

Invite local restaurants to showcase their menu bydonating food for your Grand Opening event.

BUSINESS NETWORKING::.


additional marketing tools for launching your hotel

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COLLATERAL PIECES::.

Section A: Your Hotel s Grand Opening

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View plug & play

promotional material at:www.bestwesterndevelopers.com/

operations

Create promotionalmaterial at:

www.bestwesternprint.com

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Use these approved Grand Opening plug & playmaterials to promote your event.

Invitation

Poster

Fact sheet

Coupon

NOTE: We recommend that you hire a professional graphic designer to produce yourGrand Opening pieces.* However, we do offer a brand compliant plug & play optionthat allows you to create these pieces.

*BWI Corporate will need to review and approve for brand compliance.

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Section C: Creative Templates


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SECTION C::.

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promotional materials


We have partnered with a Best Western endorsed supplier; Prisma Graphic.All "plug & play" promotional materials are available to build, order andprint through Prisma Graphic or you may use your local printer.



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using plug & play promotional materials

GET STARTED::.

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Visit www.bestwesternprint.com to create promotional

materials for your event.

Start by creating a new account. Select the Request aPassword button and enter all requested information. Uponapproval you will receive an email with your personallogin information.

Login to bestwesternprint.com and select Products

from the top menu bar to view the list of availabletemplates. All of the Grand Opening/Groundbreakingtemplates are listed underNew Property Material.

Select an item and complete the form to create yourcustom product. Follow all instructions and review theelectronic proofs carefully before accepting.

You may have Prisma Graphic print your products or youmay request a digitally downloaded version to take toyour local printer.

Yourorder will be processed upon content approval fromBW International.

You will receive status emails throughout the process [email protected].

The bestwesternprint.com website is provided by PrismaGraphic Corp. Please contact Rob Steele at

602. 243. 5777 or [email protected] with anyquestions or concerns.

View plug & playpromotional material at:

www.bestwesterndevelopers.com/

operations



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Grand Opening

Guest Room Sneak Peak

Meeting Room Tours and Explore our Amenities

Enjoy Drinks and Appetizers, Great Entertainment

Ask how you can earn 1,000 Best Western

Rewards points and 15% off your next stay with

1234 N. Hayden, City Name, ST 85040

or call (999) 999-9999

www.bestwestern.com/hotelname

September 4, 2009

7:30 PM to 9:30 PM

North Pointe InnHayden & Thomas

Offer valid for stays between September 4, 2009 and September 4, 2010. Must be a BWR member and present this coupon to receive 15% off room rate.

View plug & playpromotional material at:

www.bestwesterndevelopers.com/

operations



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PLUG & PLAY PROMOTIONAL SAMPLES::.

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Produced byBest Western International

North American Development

Each Best Western hotel is independently owned and operated. Best Western Rewards 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. 2009 Best Western International, Inc. All rights reserved.

BW GO 12/07/2010

bw go 12-07-2010 toolkit-final

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