November 9, 2017: 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.

About Best Western® Hotels & Resorts:

Best Western Hotels & Resorts is a privately held hotel brand with a global network of 4,100* hotels in more than 100* countries and territories. Western offers 11 hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Vīb®, GLō®, Executive Residency by Best Western®, and BW Premier Collection®; as well as recently launched offerings: SureStay®, SureStay Plus®, SureStay Signature Collection® and BW Signature Collection by Best Western. More than 30m travellers are members of Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel.

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