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Claim can be made online or by phone.

Here is a link to the main info page:

http://www.bestwestern.com/lowrates/

Here is link to the T&Cs:

http://www.bestwestern.com/lowrates/terms.pdf

Here is a link to the online claim form:

http://www.bestwestern.com/lowrates/claimform.asp

There is another version for outside North America. It gives a 10% discount on the match price, rather than the $100 gift card. Info here:

http://www.bestwestern.com/lowrates/intl.asp

Int'l T&Cs here:

http://www.bestwestern.com/lowrates/intl-terms.pdf

(The claim form for int'l is the same as the claim form I gave the link for above.)

Obviously, a $100 gift card would not work so well outside of North America because of currency conversion issues. I'm sure that's why the BRG works differently in North America than outside it.