Embarking on a journey is more than just a physical movement from one place to another—it’s an experience that encompasses the essence of life itself. Best Western’s latest brand campaign, “Life’s a Trip,” encapsulates this sentiment with a refreshing perspective on the joys and challenges of travel.
Crafted in collaboration with PMG, a renowned advertising agency, “Life’s a Trip” marks the debut of a dynamic integrated campaign that redefines the hospitality leader’s brand image. Designed to resonate with both leisure and business travelers, the campaign breathes new life into the timeless essence of Best Western, presenting travel as an exhilarating adventure filled with moments of vibrancy, messiness, and beauty.
At its core, “Life’s a Trip” acknowledges that life and travel are multifaceted experiences, encompassing a spectrum of emotions and realities. From the thrill of exploration to the exhaustion of long journeys, every aspect of travel is celebrated as part of life’s rich tapestry.
Set against the backdrop of Los Angeles and accompanied by a soulful re-recording of The Band’s iconic 1968 song, “The Weight,” the campaign unfolds through three compelling stories that resonate with travelers from all walks of life. Each narrative follows a unique cast of characters—a family, a retired couple, and an adventurous duo—whose experiences reflect the diversity and depth of travel encounters.
Directed by the talented Lloyd Lee Choi, the campaign captures authentic moments of connection and discovery, highlighting the raw beauty of human experiences against the backdrop of iconic travel destinations. From heartwarming reunions to spontaneous adventures, “Life’s a Trip” paints a vivid portrait of the myriad joys and challenges that define the travel experience.
Published in Canada and the United States in February 2024, “Life’s a Trip” represents a bold step forward for Best Western, reaffirming its commitment to delivering exceptional hospitality experiences that resonate with travelers worldwide. Through a blend of digital, film, and integrated media channels, the campaign invites audiences to embrace the unpredictable journey of life and travel with open arms.
In conclusion, “Life’s a Trip” is more than just a brand campaign—it’s a celebration of the human spirit and the transformative power of travel. By capturing the essence of life’s adventures, Best Western invites travelers to embark on a journey of discovery, connection, and shared moments that transcend borders and boundaries. Life’s a trip, indeed—let’s embrace every moment along the way.
