Why Best Western is focusing on OOH, social marketing

Best Western shifted its ad strategy amid pandemic lockdowns and now relies heavily on real-time data points to deliver messaging via digital highway billboards, mobile app, gas station ad screens and social media to boost demand at specific locations. The hotel and resort chain also is planning to focus more heavily on its loyalty program amid the demise of cookies and make a foray onto the TikTok platform, says Chief Marketing Officer Dorothy Dowling.