Dave books in.
The deal will see personalities from the hotel come to life before key programmes such as Mock the Week, Man versus Food and QI.
It will also be syndicated onto Dave Ja Vu, its plus one hour showing of the Dave channel. The sponsorship will see sets of 10 second idents, produced by The Sharp Agency, featuring a selection of the group's hotels and the staff working in them telling the stories from the hotel.
Richard Sharp, of The Sharp Agency, which is based at the Media Centre, said: "Making these idents has been a fantastic experience. Meeting and filming the real characters of Best Western and seeing how their unique personalities reflect the brand has been an inspiration." The characters include Gerry Whitehouse, bird of prey manager at the Best Western Beamish Hall Hotel, who is seen in one of the short films talking about his past life training cheetahs while attempting to train an eagle owl.
Other figures are John Taylor, head brewer at the Best Western Beamish Hall Hotel; mother and daughter Jean and Angela Dobbie, breakfast supervisor and receptionist at the Best Western Plus Bruntsfield Hotel; and chef John Fleming and barman Scott Morrison, both from the Best Western Cartland Bridge Hotel. Best Western is the largest group of independently-owned and managed hotels, with 280 across Great Britain. Members are required to meet strict criteria and are regularly inspected to ensure consistent quality and service.