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BEST WESTERN'S 'BEST BET' CAMPAIGN DUBBED 'BEST' BY ADWEEK, PROMPTS UNPRECEDENTED CONSUMER RESPONSE

 PHOENIX, April 29 /PRNewswire/ -- Best Western International's new North American advertising campaign, featuring a series of travel bests across the continent, has been named by editors of Adweek magazine as one of the best television spots to air during March. As a result of the new campaign, which began airing March 3, the chain's reservations centers have tracked substantial increases in call volume -- including prime time spikes as high as 30 percent over the same period during 1992.
 From across the country, Best Western has received dozens of unsolicited telephone calls and letters from individuals and companies -- including convention and visitors bureaus, utilities and private businesses -- expressing support and endorsement of the new campaign.
 "We're extremely gratified by public response to our `best' approach," said Bill Watson, senior vice president of worldwide marketing. "It supports our belief that travelers want hotels to get the basics right so that they can get the most out of their journey -- whether they are traveling on business or pleasure."
 The multimedia campaign showcases a host of the best experiences awaiting travelers throughout the United States and Canada, ranging from the Best Airport Telephone Bank to the Best Place to Catch Fireflies. Created and produced by the Los Angeles office of Lord, Dentsu & Partners, the campaign uses a tongue-in-cheek approach that plays off the name of the global hotel chain while emphasizing the quality and value associated with Best Western. It uses the tagline, "Your Best Bet's a Best Western."
 Kevin Kane, president of the Memphis Convention & Visitors Bureau, wrote, "You cannot imagine how delighted we were to see your recent national advertising depicting Memphis as the Best Place to Hear the Blues."
 The owner of New York hat retailer Worth & Worth recognized that the Best Place to Buy Hats, featured in the Best Western magazine ads, was his Madison Avenue store. Copies of the Best Western ads now part of his shop's decor.
 In Hutchinson, Kan., the Hutchinson News devoted a front page story to that city's designation by Best Western as the Best Place to Catch Fireflies.
 Among the components of the campaign are four 30-second TV spots, each extolling a collection of the best elements of a trip, including such lodging characteristics as the Best Wake-Up Call, the Best Place to Cool Off and Best Night's Sleep.
 Best Western International Inc. is the world's largest lodging chain with nearly 3,400 independently owned and operated hotels, motor inns and resorts in 47 countries throughout North America, South America, Europe, Asia, Israel, the Middle East and the South Pacific.
 -0- 4/29/93
 /CONTACT: Nancy Vaughan, director of corporate communications, 602-957-5751, or Steve Tripp, manager of media relations, of Best Western International, 602-957-5671/


CO: Best Western International ST: Arizona IN: LEI ADV SU:

KJ -- LA031 -- 2725 04/29/93 14:07 EDT
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Date:Apr 29, 1993
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