The multi-media campaign plays off the chain's name and shows sites and locations like the best rodeo in Cheyenne, Wyo., or the best shoe shine in Boston. The ads focus on the journey, not the destination, said Jim Smith, executive vp/gm of LD&P.
'The properties range from seaside resorts to highway properties,' said Steve Tripp, media relations manager for Best Western Hotels. The ads 'try to communicate that even though the property types are very different, you can find at any of them a dependable, reliable product,' he said.
The TV spots contain things like the best jumping frog contest in Calaveras County, Calif., or the best chicken gumbo in New Orleans. To a twangy instrumental song, copy appears on the screen identifying the best aspect and the location. The TV spots, written by Sam Avery and art directed by Ruth Rosenfield, end with the tag 'Your Best Bet is a Best Western' and an 800 number. The spots aired on cable last week and the major push begins during the NCAA tournament this week.
Copyright Adweek L.P. (1993)