Ancillaries Partnership 'Hussle'
We don’t have a pool. But you can still go for a swim. ISSUE Premier Inn hotels don’t have pools, or gyms, or spas. So, anyone looking to stay in a hotel with those facilities might consider going elsewhere. If they regularly visit the gym or spa, staying with us means they possibly won’t be able to continue their fitness and wellbeing routines. Studies show that Brits waste up to £558m a year on unused gym memberships. Hussle are a pay-as-you-go gym solution with an added flexibility. To raise awareness of their unique offering, partnerships are a beneficial model. INSIGHT Premier Inn are renowned for being a practical, functional hotel. When guests visit, often they are left without much to do in their down time. Instead of heading down to the bar or flicking through the TV channels, Hussle can provide a much more holistic opportunity for guests to fill their time with. IDEA To create awareness of our new partnership, we created a series of ‘soft launch’ posts for our social media channels, drum rolling up to January 2020. These posts had simple communications that introduced the partnership and the holistic/wellbeing activities available to our guests whilst spending time at a Premier Inn. A partnership ancillary page was also created and we offered Premier Inn guests a two day free pass to let our guests experience Hussle for themselves.As January is a time when we all make promises to ourselves regarding fitness and wellbeing, our January campaign embraced these human truths as we introduced a series of influencer posts on our social channels that emotionally connected with these insights. Creatively and strategically, we built out these ‘stories’ to contextualise our products and services into everyday life, everyday interactions and experiences.We propose to repeat influencer posts throughout 2020 as insights tells us that post-Christmas, pre-summer and post summer are times when people look start making wellbeing improvements. Repeat influencer posts are proven to be more impactful when repeated throughout the year, as the ‘real’ stories unfold. IMPACT Soft launch accellerated a 17.6% uplift conversion rate from our partnership ancillary page.
