BEST WESTERN: POSTCARD MAGAZINE

Best Western needed a flagship publication that would anchor a change in brand perception and establish a unique and identifiable voice. This couldn’t be just another hotel magazine. UNTOLD was tasked with creating something that would completely break the mould and resonate powerfully with guests: a 70,000 print-run, best-in-class title that would compete against glossies like Conde Nast Traveller; something so inspiring that guests would steal it from their rooms. In short – the best hotel magazine in the world.

We designed, developed and created POSTCARD magazine, blending beautiful photography and art direction with fantastic writing drawn from our unrivalled network of leading journalists and authors. POSTCARD is a biannual print title that delivers the best in British travel stories, unpacking the brand’s locations, hotel stories and inspiring guest adventures. The look and feel is designed around putting stories centre-stage, taking its cue from the independent magazine scene and reflecting the classic collector’s travel journal. And with every issue we produce films that expand and explore the written features, plugging POSTCARD into the wider digital experience of the brand.

Eye-catching and engaging, POSTCARD is in every Best Western bedroom in the UK. And it is proudly different. This is all about respecting the audience. People have more choice and control over what they devote time to. Rather than asking guests to watch, read or ‘participate’ with brand messages they have no real interest in, POSTCARD is built around putting guests first. It is storytelling that people want to read, talk about and steal from their rooms. Why? Because it eschews the hard-sell in favour of value-first marketing, inviting readers to flick through and be drawn in, rewarding them with an informative and inspiring read, building trust as a gateway to discovering the brand. Forget dry, salesy brochure copy; POSTCARD brings the experience of Britain and Best Western to vivid life. In themes it covers outdoors, nature, food and drink, recipes, travel, walks, city guides, destinations and features innovative and interesting brand sections: hotel histories, family business and holiday replay.

POSTCARD is fundamentally changing brand perception among media, journalists and guests and is creating better guest relationships, increasing buy-in from members, dramatically changing perception among national media, delivering PR results and establishing long-term value and ROI. The strength of stories has seen the magazine become fuel for social and the basis for hugely successful PR campaigns, transforming and informing press trips and earning valuable coverage across national media including features in The Sun and The Independent. In 2018 POSTCARD won the prestigious “Best Magazine” category at the Prolific North Awards.