Best Western

Life's a Trip

Agency: PMG


Best Western's new brand campaign, “Life’s a Trip,” puts the focus on the travel experience in all its unbridled glory. Brought to life by PMG, it marks the debut of the agency’s first integrated campaign for the hospitality leader that puts a fresh spin on the classic brand that appeals to leisure and business travelers alike. The campaign hinges on the insight that life and travel are not always easy. Both can be simultaneously vibrant, messy, draining and beautiful, and full of imperfections. And yet, often somehow perfect.

Shot in LA by director Lloyd Lee Choi and set to a re-recording of the 1968 classic ‘The Weight’ by The Band, ‘Life’s a Trip’ features real people in real life scenarios – all captured through three emotionally-driven stories that align with data-informed, strategic brand personas, including a family, a retired couple and an adventurous duo.

This professional campaign titled 'Life's a Trip' was published in Canada and United States in February, 2024. It was created for the brand: Best Western, by ad agency: PMG. This Digital, Film, and Integrated media campaign is related to the Hospitality, Tourism industry and contains 1 media asset. It was submitted 12 days ago.


Agency: PMG
President & Executive Creative Sponsor: Jon Dupuis
Executive Creative Director: Kyle Kelley
Executive Creative Director: Andrew Harper
Creative Director, Art: Lori Wittig
Creative Director, Copy: Justin Prichard
Senior Art Lead: Kevin Yurasovich
Senior Art Associate: Jenna Dukes
Senior Design Associate: Macarena Astorga
Executive Producer: Amanda Huelse
Account Director: Nicolette Denne
Senior Account Lead: Shelly Laroche
Sr. Director Strategic Planning & Insights: Shelina Taki
Sr. Associate Strategic Planning & Insights: Emma Mikulecky

Production Company: division7
Director: Lloyd Lee Choi
Managing Director: Kamila Prokop
Lead Editor: Elena DePalma, Cutters
Executive Music Producer: Alfonso Emilio Vélez, Orbital Music & Sound


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