Issue
One of the year’s most lucrative months in business, we were tasked with creating a campaign that complemented our TV ads and expanded our ‘A Great Place to Start’ comms across other channels. When the market is ripe, we add more fuel to fire to increase demand. We need to show people we are functionally relevant to them, whatever it is they want to do.
Insight
From hiking and surfing to romantic weekends away and family events, Premier Inn is a facilitator. In order to relate to everyone possible, touching on a human truth creates something memorable and, when delivered in the right way, a potential ‘smile in the mind’.
Idea
Creating a multi-layered campaign across radio, digital OOH, programmatic, ECRM, social and PR, a large part of this work included a series of Repeatable Formats. Representing a range of exciting leisure and business experiences, they will showcase Premier Inn as a Great Place to Start as well as highlight our location breadth. The creative will focus on a relatable, human truth that resonates with the public, through funny, witty and engaging copy coupled with emotive, people-centric imagery.
Impact
The integrated comms approach helped to improve key YouGov brand health scores such as Quality, Value and Purchase Intent vs the previous 12 weeks average, whilst allowing us to maintain our No.1 status in the Hotel sector for overall Brand Index.