3 MINUTE READ | February 5, 2024
Best Western Launches “Life’s A Trip,” An Integrated Campaign Created by PMG
PMG is a global independent digital company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG uses business strategy and transformation, creative, media, and insights, along with our proprietary marketing intelligence platform Alli, to deliver Digital Made for Humans™. With offices in New York, London, Dallas/Fort Worth, Austin, Atlanta, and Cleveland, our team is made up of over 900+ employees globally, and our work for brands like Apple, Nike, Best Western Hotels & Resorts, Gap Inc., Kohler, Momentive, Sephora, and Shake Shack has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.
Best Western is out today with a new brand campaign, “Life’s a Trip,” which puts the focus on the travel experience in all its unbridled glory. Brought to life by PMG, it marks the debut of our first integrated campaign for the hospitality leader that puts a fresh take on a classic brand with a storytelling approach and emotional connection that appeals to leisure and business travelers alike.
The campaign hinges on the insight that life and travel are not always easy. Both can be simultaneously vibrant, messy, draining, beautiful, and full of imperfections. And yet, often somehow perfect.
Instead of sugar-coating it, Best Western embraces it all and makes travel possible by enabling the full experience and creating lasting memories. “Life’s a Trip” is an authentic portrayal of what makes travel special in all its unvarnished ways. For Best Western, it’s all welcome, and it’s all part of real life.
“We believe that the most effective way to connect with your audience is through honesty. This campaign balances all the beauty, disorder, and joy of travel and highlights the role that Best Western plays in helping create experiences that leave a lasting memory,” said Kyle Kelley, executive creative director at PMG.
Coinciding with the kick-off of the Best Western Rewards (BWR®) 2024 Spring Promotion, the ad campaign marks an expansion of PMG’s 3-year partnership with BWH Hotels on the media side to include its first integrated creative work for the brand. It ushers in the next look and feel of the Best Western brand (one of 19 unique brands in the BWH Hotels portfolio) under new marketing leadership helmed by CMO & SVP Joelle Park, who joined the global hotel group last summer.
Shot in LA by director Lloyd Lee Choi and set to a re-recording of the 1968 classic ‘The Weight’ by The Band, “Life’s a Trip” features real people in real-life scenarios—all captured through three emotionally-driven stories that align with data-informed, strategic brand personas:
A family, where the story leans into the beautiful chaos of family trips. The :30 spot shows a family having a fun yet tiring beach day and then returning to Best Western for a blissful, much-needed rest.
A retired couple, told through the lens of grandparents who are more than happy about their decision to book a separate room for themselves.
The adventurer who truly lives for the outdoors. We see a couple that seizes the day, enjoying the great outdoors, then returns to Best Western. The idea is that a day that really started out as a whole lot of nothing, actually then turned into a lot of something.
Campaign elements include digital and linear video, social, display, and audio. Check out the campaign spots on YouTube, with additional creative coming throughout the year.
PMG leveraged its full capability set for the campaign, including creative, production, media, and communications strategy with different messages coming to life across the customer journey. The work will begin running in the U.S. and Canada on February 5 across broadcast, CTV, audio, display, custom content, paid search, paid social, and more, with additional partnerships and connections content launching all year.
“We’re proud to introduce this integrated campaign to signal an exciting new chapter for Best Western,” said Joelle Park, CMO and SVP of BWH Hotels. “Informed by consumer insights, and travel trends, we thoughtfully combined storytelling, music, and everyday people to refresh our brand message. Through authenticity and emotional resonance, we believe this work will stand out, leading travelers to consider Best Western for their next trips.”
This is the start of PMG’s 4th year of planning and executing full-funnel media for Best Western and helping to shepherd the brand through some of the hospitality industry’s toughest years and rebound. The partnership is supported by PMG’s proprietary tech solution, Alli, which Best Western has been leveraging since 2020 to drive its data-driven media strategy, execution, and optimization.
“We’re thrilled to usher in this new era for Best Western, a beloved brand to many. While the approach is fresh, the campaign underscores what Best Western has always done best—inspire travel through unique experiences.”
Jon Dupuis, President & Executive Creative Sponsor
Kyle Kelley, Executive Creative Director
Andrew Harper, Executive Creative Director
Lori Wittig, Creative Director | Art
Justin Prichard, Creative Director | Copy
Kevin Yurasovich, Senior Art Lead
Jenna Dukes, Senior Art Associate
Macarena Astorga, Senior Design Associate
Amanda Huelse, Executive Producer
Nicolette Denne, Account Director
Shelly Laroche, Senior Account Lead
Shelina Taki, Senior Director Strategic Planning & Insights
Emma Mikulecky, Senior Associate Strategic Planning & Insights
Production Company, division7
Lloyd Lee Choi, Director
Kamila Prokop, Managing Director
Elena DePalma, Lead Editor, Cutters
Alfonso Emilio Vélez, Executive Music Producer, Orbital Music & Sound
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