Howard Johnson’s Best of Summer program was developed to help drive sales by adding increased value to summertime travellers. Targeting family travel, the strategy was to offer an incentive to families travelling in the summer months.
In 2007, Howard Johnson partnered with YTV to offer some of their most popular animated programs on a CD to every guest booking their stay with the Best of Summer rate code. Booking with this rate code also entered guests in a draw for a chance to win a grand prize of a $5000 back to school shopping spree.
The promotion was promoted through table talkers at Smitty’s restaurant, TV spots on CMT and W-network, and banner ads on CMT.ca, wnetwork.com, YTV.com and TreehouseTV.com.
The 2007 Best of Summer promotion was the most successful in Howard Johnson Canada history, booking over 30,000 rooms.