• by Fern Siegel , February 16, 2024

Best Western Hotels has launched a new campaign, the first under Joelle Park, its new CMO.

Created by digital agency PMG, the spots form an emotional connection for guests — noting that travel has its own challenges, but also offers personal rewards.

The new work — "Life's a Trip" — shows how travel can be an important part of life. Campaign elements include three 30-second spots, six 15-second spots and three 6-second spots, along with audio, display, custom content, paid search, paid social and  additional partnerships  launching all year.

The push also kicks off with the hotel's spring promotion, which expands PMG's three-year partnership with BWH.

The campaign was shot in Los Angeles by director Lloyd Lee Choi and set to a re-recording of The Band's 1968 classic. "The Weight."’

"Life's a Trip"represents a fresh direction for the brand to drive consideration and differentiate Best Western," Jon Dupuis, president & executive creative sponsor, PMG, told Agency Daily. "Taking an integrated and data-driven approach, it plays out across linear and streaming TV to digital platforms, to reach customers with relevant messaging throughout their journey – from dreaming of their next vacation to actually living it.”

PMG's creative work includes SurveyMonkey, Orca Security, Kohler and Old Navy.