Best Western Extends ‘Best’ Campaign

NEW YORK Best Western International is set to unveil two spots in its current campaign, “Wherever life takes you, Best Western is there.”

The effort, via Dailey & Associates in West Hollywood, Calif., also includes print and Internet. The Phoenix-based Best Western chain spent more than $25 million on ads in 2003 and $12 million through June 2004, per Nielsen Monitor-Plus.

Spots will air on CNN Headline News, Discovery Channel, TV Land, Travel Channel, Fox Sports Net and the Speed Channel. Best Western has also purchased its first Olympic package through DirecTV.

A Nascar-themed spot will break Aug. 21, in which a father and son visit the Web site of their favorite driver, Michael Waltrip, via Best Western’s free, in-room Internet access. Waltrip later is shown arriving at the Best Western in his No. 99 Busch series car (sponsored by the hotel chain). A spot that will break Sept. 19 shows how the hotelier caters to business travelers. The first spot in the campaign broke in May showing how Best Western employees help to make stays easier for leisure travelers. The spots play out to the song, “The Best Is Yet to Come.”

“In the past, we directed our efforts toward building consumer awareness of Best Western as the world’s largest hotel chain,” David Kong, evp, international operations, acting president and CEO of Best Western, said in a statement. “Today, our focus is on establishing an emotional connection with our guests through warm, human vignettes.”

—Brandweek staff report