Life's a Trip

Travel is an adventure—a vibrant, chaotic, and beautiful mix of thrilling and tiring moments; it is full of imperfections and yet can be perfect. Best Western embraces it all, and wants to position the brand as the bridge that connects people with unforgettable experiences and new memories, and dependably supports their adventures every step of the way. Our goal was to establish Best Western as the catalyst to help travelers welcome the roller coaster of real life while making the most of every journey.

With limited tangible differentiation among competitors, Best Western recognized the importance of addressing travelers' desire for authentic experiences. To achieve this, the brand partnered with PMG to shift its messaging away from pure promotions, focusing instead on an emotionally resonant narrative that could set it apart and strengthen customer loyalty.

To address this challenge, Best Western, under the leadership of its Chief Marketing Officer, Joelle Park, launched the "Life’s a Trip" campaign, with PMG spearheading integrated marketing efforts across communications strategy, creative ideation, production, and media execution. Our strategy and approach were clear: elevate the brand by forging emotional connections with travelers, positioning Best Western not just as a place to stay but as a catalyst for their ideal getaway—making it a meaningful part of their travel experience.

Through an analysis using the consumer profiling tool, YouGov, to understand travel patterns among income segments, we uncovered three key traveler archetypes: the family-focused traveler, favoring beach or amusement park destinations; the adventure traveler, prioritizing national parks with flexible accommodation preferences; and the budget-conscious retired traveler, traveling primarily to visit friends and family. These insights were critical in shaping our approach to target these distinct groups effectively.

PMG executed the campaign with precision, focusing on both creative storytelling and strategic media deployment.

The campaign’s creative centered around various video spots that told relatable, emotionally charged stories of real travel experiences. Each spot highlighted simple, yet meaningful moments, such as a family enjoying a day at the beach or a couple trying to capture the perfect photo of their dog. These stories were brought to life with a nostalgic, yet modern rendition of The Band’s classic song, "The Weight," which added depth and memorability to the campaign​.

The messaging was clear and direct: "Life’s a trip. Make the most of it at Best Western." This slogan encapsulated the brand’s commitment to being more than just a hotel, but an integral part of the travel experience. And to aid brand recall, we took a cue from cinema and infused the Best Western logo into the opening and closing of the spots, helping our creative better stand out without detracting from the story.

By leveraging historical data, media mix modeling (MMM) insights, and competitive intelligence, the media investment strategy shifted toward a stronger focus on spring, and previously under-utilized channels capitalizing on demand to drive greater impact compared to previous years and adapt to travelers’ changing media and booking habits.

Additionally, the campaign employed a comprehensive yet targeted media mix to maximize reach and engagement, inclusive of: broadcast, connected TV, online video, audio, social, display, and rich media placements. This multi-channel approach ensured that the campaign reached its diverse target audiences effectively​​. Particular emphasis was placed on video, with tailored assets for different platforms. Social media played a crucial role, particularly in engaging younger families and adventure seekers, while audio platforms were used to reach on-the-go listeners, roadtrippers, and commercial travelers​.

While the primary focus was on storytelling, the campaign also seamlessly integrated promotional offers to drive immediate bookings. These offers were strategically highlighted in digital channels alongside dynamic ads pulling in relevant local properties, encouraging direct bookings through Best Western’s website, and enhancing overall campaign ROI​.

The campaign delivered outstanding results, and the campaign's success was evident in several key areas:

Brand Perception Boost: The campaign achieved an impressive 84% brand recall, demonstrating its strong resonance with audiences and highlighting the effectiveness of our emotional storytelling.

iSpot Findings: The new video spots were tested in iSpot.tv, with ACE Metrics scores well above standard benchmarks in likeability and relevance, as well as desire to stay at Best Western.

Record-Breaking Revenue Growth: The campaign delivered the highest-grossing month ever for Best Western’s Performance Based Marketing (PBM) program. This record performance underscored the campaign's ability to drive significant business results​. Additionally, the conversion campaigns generated a 16% increase in platform revenue, despite a 7% reduction in spend, showcasing the efficiency of the campaign's execution​.

Additionally, Google brand search demand for Best Western saw YOY growth each month during the campaign (Feb +5.6%, Mar +5.9%, Apr +10.3%, May +9.6%), and Best Western saw the largest growth across their core comp set when media investment scaled for the campaign.

Engagement Across Channels: The campaign significantly increased consumer engagement, with CTV ads driving a 77.65% boost in Google search conversions. This cross-channel influence highlights the integrated approach’s effectiveness in moving consumers through the funnel​.

Social media platforms also saw remarkable engagement, with Snapchat achieving the highest click-through rate across all tactics and Spotify reporting an exceptional 95.3% audio completion rate​.

By focusing on authentic storytelling, Best Western and PMG not only attracted new customers but also deepened the brand’s connection with existing ones. The campaign helped Best Western lay a strong and sustainable foundation for long-term brand loyalty and position the brand for continued success.