Best Western switches to new destination ads

Goetzl, David
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p8
Trade Publication
This article reports on the plan of Best Western International to launch a destination-driven advertising campaign in February 2000. The goal of the campaign is to regain the chain's image as a full-service hotel chain with city and resort options. The marketer will double its media spending according to Wayne Wielgus, vice president-worldwide marketing and sales. Best Western hotels are independently owned and operated; owners approved the increase in fall of 1999. The campaign will be primarily television, but also include some print and local radio elements. The effort will include from three to five spots and targets both business and leisure travelers.


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