Best Western Australasia (BWA) has embraced a new positioning statement – ‘Wherever Life Takes You, Best Western Is There.’
The tagline underpins the brand’s current brand campaign in the Australian and New Zealand markets, emphasising the phenomenal reach of the hotel and resort group, which has more than 4100 properties in 100+ countries and territories.
Senior Marketing Manager Angela Smith says the campaign takes a softly, softly approach.
“There’s no hotel imagery, it’s purely lifestyle driven,” she says.
“The idea is that Best Western is always there at the end of the day no matter where your journey may take you.”
The campaign aims to boost brand recognition to four key demographics – business travellers, baby-boomers, young families and SINKs/DINKs (Single/Double Income No Kids).
It incorporates digital, broadcast, cinema and social media advertising.