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 completely different approach from other hotel chains,” explained Hollerbach, noting that competitors tend to show the hotel, rooms and pool in their ads. “We wanted to convey the experience you get at a Best Western.”
This group of commercials first aired last fall, but they were recut and are backed with a bigger media buy, starting this month. Agency and company executives declined to reveal the budget, but industry estimates place it near $10 million.
The TV work will air in the U.S. and Canada through June. Key placements include The Tonight Show, The Late Show, Saturday Night Live and Live with Regis and Kathy Lee.
Print ads, also featuring the bellhops, will appear in publications such as Travel and Leisure, Sunset and National Geographic, and in various in-flight, state and Canadian province magazines.
BBDO West won the estimated $18 million account a year ago, after a review.