Using the theme �World�s Largest Hotel Chain,� the $25 million marketing campaign launches on May 7 with a summer-long schedule of television commercials airing on ABC, CBS, NBC, FOX, CNN, BET and Univision in the U.S. and on CBC, CTC and TAV in Canada. The television schedule is supported by print advertising in national travel publications and by regional marketing efforts. The new advertising campaign capitalizes on Best Western�s long-standing position as the world�s largest hotel chain.

�For two decades, we have had more hotels than any other brand, currently over 4,000 hotels in 80 countries. Location is one of the main reasons for selecting a hotel and no one offers more locations than Best Western,� said Jim Evans, president and CEO, Best Western International.

�Two years ago, we began a major initiative to improve the quality of our hotels worldwide,� Evans added. �We have significantly improved our product quality under eight separate initiatives, culminating with the introduction of 16 Best
Request global standards (14 international) and amenities announced at press conferences held around the world this past January,� he continued.
 

Best Western Vice President of Worldwide Sales and Marketing, Bob Gilbert, noted that the timing of the launch could not be better with the beginning of the summer travel season.

�As the economy slows, we are seeing more and more upscale and mid-market business and leisure travelers migrating to Best Western hotels to take advantage of our value and locations,� Gilbert said. �Our strategy is to take full advantage of our �World�s Largest� distinction and thereby get trial for our brand.�

�Our research also showed that consumers value the importance of staying with the largest hotel chain because Best Western offers more locations, enhanced amenities and services and greater value,� added Gilbert. �By raising awareness of our size and brand, we expect to both capture and retain greater market share.�

Davis Media Group of Baltimore, Md. created 15- and 30-second television commercials for the new campaign. The first ad entitled �World�s Largest Hotel Chain,� will launch the campaign. The ad portrays travelers from around the world pictured at renowned international landmarks such as the Eiffel Tower and the Grand Canyon demonstrating the idea that no matter where travelers go, they won�t be far from a Best Western. The second advertisement depicts a family message, while the third focuses on kids stay free. Print advertising will augment the television buy with ads running in travel publications targeting travel agents and tour operators.

�Travel agents and tour operators contribute significantly to our business,� Gilbert said. �We continue to rely heavily on the travel trade community to support our brand. We believe the new quality programs and �Best Requests� amenities and services will make their jobs easier, and more importantly, their clients happier.�

Gilbert said that Best Western will more than double its advertising reach to consumers this year. �We are buying smarter and better targeting our key customer groups which are summer vacationing families, seniors and
the business traveler,� he said.

Best Western is the world�s largest hotel chain with more than 4,000 hotels in 80 countries and territories. It is a membership association of independently owned and operated hotels that provides marketing, reservations and operational support to its member hotels.