Best Western Hotels Central Europe starts March with a new image film, which was awarded the “Golden City Gate” as one of the best tourist multimedia projects during this year’s ITB in Berlin. In the three-and-a-half-minute video, the hotel group presents three brands from its portfolio in a new and emotional way. Divisible into three sequences, the clip portrays the Best Western, Best Western Plus and Best Western Premier brands one after the other. “In our new corporate video we show and tell stories in many emotional images. The individual experiences or wishes of the guests point to our strong character hotels of the various brands – and that in a particularly fresh, lively and new way in line with our current brand image,” says Carmen Duecker, Managing Director of Best Western Hotels Central Europe GmbH in Eschborn. The new film will be promoted in Best Western’s own channels such as the website and Youtube as well as in social networks and via partners. The short movie was shot over a period of almost four weeks in a total of eight hotels of the group in Germany and Switzerland. In addition to the professional actors, the new Best Western image film also features employees of Best Western Hotels.
Brands create emotions
The new Best Western image film, which works without language and can therefore be used in different countries, presents the three brands Best Western, Best Western Plus and Best Western Premier individually with a selected world of images and emotions. In the clip, the Best Westernbrand stands for the feeling of being at home while travelling: The business traveller feels welcome in a familiar way in a Best Western hotel – just like home. He appears for breakfast in comfortable house slippers and his favorite pyjamas – just like it would happen at home. These and other scenes are deliberately exaggerated, as of course they do not exist in the hotel – but the feeling of being at home is clearly conveyed. The motto “Service at its best” applies to the Best Western Plus brand: The Plus in the brand name symbolizes more service and comfort while travelling, which always positively exceeds the expectations of a hotel guest. One scene in the hotel pool shows that Best Western Plus is more than expected: The service staff hand the cocktail directly from the water to the relaxed, splashing guest. In the film, the boundaries between the wishes and reality of the guest become blurred in a surprising and emotional way. The brand Best Western Premier is called “Welcome to the Premier Life”: It is about luxurious travel and enjoyment with all senses – represented by the journey on the red carpet and many extraordinary services that make the guest happy and always treat him exclusively. The service employee throws himself onto the green on the golf course directly in front of the player to determine the optimum height of the lawn with nail scissors – and the guest successfully punches in.
