BBDO West Retools Ads, Expands Media Buy For Best Western Hotels

A pair of conscientious bellhops return to the airwaves in a new campaign from BBDO West for Best Western International.
Dubbed “The Two Guys,” the campaign features the bellhops–attired in matching bright red uniforms and caps–moving a large bed in various unusual settings.
In one spot, they maneuver a bed to the end of a dock. A voiceover says, “The Best Western on Lake Tahoe features a dock with boat rentals.”
In another spot, the bellhops drag a bed through downtown Manhattan, with the voiceover noting that the chain’s New York hotel is “in the middle of everything.”
The tag, begun last fall, remains: “Across the street from ordinary.”
The ads are designed to position the Phoenix-based international hotel chain as a place of personalized service, regionalized characteristics and style, according to Tom Hollerbach, the Los Angeles shop’s executive vice president and general manager.
“The thinking behind the campaign was to take a...