Phoenix, Ariz., Nov.15, 1997---There is nothing ordinary about Best Western International, Inc., or its new advertising campaign "Across the Street from Ordinary." The world's largest lodging brand, in cooperation with BBDO West, has bucked traditional hotel ad campaign trends by not showing the hotels and using humor and creativity to communicate Best Western's unique travel experience.
"We want to show that Best Western offers an individualized experience beyond the usual convenience and quality service," explains Vicki Meyers, managing director of Advertising for Best Western. "BBDO helped us take a bold new approach in our first branding campaign by positioning Best Western as a hotel for the 'experience-seeking traveler."'
The "Across the Street from Ordinary" ads show Best Western as the only mid-scale hotel which offers travelers something unique at every location from the largest metropolitan city to a favorite resort area.
The $16 million campaign features two bellhops conspicuously transporting a bed through various locations around the country. After their broadcast debut, the new Best Western icons will appear in the print campaign that breaks later this month.
Key locales are featured to fully illustrate the variety of hotels across the nation. '"Hoops" showcases locations near unique tourist destinations such as the Basketball Hall of Fame. The spot features basketball legends John Havlicek, Walt Frasier and Willis Reed playing an intense match-up on the court. The bellhops interrupt the game with the bed and block a shot by the disgruntled Havlicek.
In "Manhattan," which targets business travelers, the bellhops push a bed through the busy streets of New York to illustrate that there is always a Best Western hotel in the middle of everything.
The bellhops appear again in Lake Tahoe in the spot entitled "Dock" where they push the bed in a dock in the middle of the lake. "Dock" communicates that there are Best Western Hotels in America's favorite resort areas for the leisure traveler. Every spot closes with the 'Across the Street from Ordinary" tagline.
The television spots recently began running throughout the country and will continue to run through October during major sporting events, such as the World Series. Additionally the campaign integrates the bellhop characters in a national and regional print campaign.
BBDO West is one of the nation's preeminent creative advertising shops and part of BBDO Worldwide, the third largest advertising network in the world.
Best Western International, Inc., is the world's largest lodging brand with more than 3,700 hotels in 75 countries and territories throughout North America, South America, Europe, Asia, Africa, the Middle East and the South Pacific.