Suissa Miller will work to make Best Western International's longtime positioning as "The world's largest hotel chain" more meaningful to the everyday traveler in a campaign this spring, client CEO and president Tom Higgins said.
"Now that we have brought our brand awareness to a new high, we need to create a compelling message that answers the question: 'What does that mean to me, as a Best Western guest?' " Higgins said.
Suissa Miller in Los Angeles, which is set to be merged into fellow Interpublic Group agency Dailey & Associates in West Hollywood, Calif., has won the Phoenix-based hotelier's $30 million account, the client confirmed last week.
Best Western, which has 4,100 hotels in 80 countries, previously worked with Davis Media/Chess Communications in Baltimore. Recent ads touted the chain as a global brand and showed oversized people resting on large pillows next to landmarks such as the Eiffel Tower. A voiceover intoned, "Just about anywhere you go, you'll find a Best Western." The visual icon has been a globe settling onto a pillow.
"It's a Wall Street type of idea," Suissa Miller chairman David Suissa said of the previous positioning. "We want to inject some Main Street into it and give it a more human touch."
Suissa Miller's selection had been expected [Adweek Online, Oct. 15]. The other finalists were two West Coast independents: Butler, Shine, Stern & Partners in Sausalito, Calif., and R&R Partners in Las Vegas. IPG's Media Partnership in Los Angeles was tapped for media planning and buying; online advertising duties went to WPP Group's The Digital Edge.
Davis Media/Chess Communications has filed a lawsuit against Best Western, claiming breach of contract. Best Western representative Carolyn Marion declined comment.