Ecommerce 'Comfort you can count on'

Marketing activity that lands our brand essence with great efficiency. Issue 86% of our guests agree that they have a good night’s sleep in our hotels. And we are known for having the best in class beds. However, most of the guests that stay at our hotels are unaware that you can actually buy a Premier Inn bed, including the mattress and the base, and now our pillows. A campaign to increase the awareness and exposure of our bed shop is required. Insight Premier Inn is the UK’s no.1 hotel brand going from strength to strength, with over 70,000 rooms the length and breadth of the UK. Recent innovations in Premier Inn’s digital offering have led to enhanced online and booking experience for guests. Guests trust us as a brand and buy into it, they trust our products and services, they trust our people – they can count on us to deliver. Because we are trusted as a brand, people listen to us. If we say our products are of the highest quality and will deliver comfort to you, they will. Idea We own sleep. And you can trust us to facilitate it for you. Our proposition takes on more of a claim as it powerfully positions us as a trustworthy, reliable source of comfort. The comms will focus on the combo – our brand status and our trustworthy products. Communications will have a confident TOV, be authentic, short, sharp and informative. Impact The sale of our products and the forth coming launch campaign will benefit the business in two ways; the uplift in ancillary sales, plus it is a first step towards re-establishing Premier Inn as the experts in sleep.