It all started with an insight: business travelers feel guilt when they're away from loved ones on work trips. Working with agencies Initiative Media, Gotham and Ideas Collide, Best Western decided to make is annual spring promotion more social to help transform that feeling into pride. The result was the “Be a Travel Hero” program designed to turn business travelers into “travel heroes” by letting them design dream vacations and invite their friends and families on them through a Facebook app. The app on the Best Western Page let people register with Best Western Rewards to earn a free night if they stayed three nights, bringing people a step closer to the beach—or the mountains or amusement parks. To raise broad awareness, Best Western through Initiative launched a media campaign on Facebook, with targeting primarily to adults over 25 and people identified as business travelers. Among the strategies, the brand used sponsored stories to make sure that the actions people took with the “Be a Travel Hero” campaign were seen by their Facebook friends, building word of mouth for the campaign. The result? Best Western saw an over 20 percent increase in revenue for its two-month spring promotion year-over-year, making it the No. 1 spring promotion in Best Western’s history. Watch the video case study or read the text version to learn more.