ISSUE
Building the brand beyond TV adverts, our task was to maintain top-of-mind brand awareness, consideration and bookings throughout Nov/Dec.
INSIGHT
Visiting Christmas markets is a tradition for millions of Brits. According to the study, seven in 10 people go to a Christmas market to feel festive, and 42 per cent attend for gifting inspiration. The average spend during a trip is £41, and most are willing to travel for nearly an hour and a half to get to their favourite market.
IDEA
Premier Inn understands what UK travellers love to get up to, and we get them close to those experiences. We recognised that there is no central scheme for verifying the nation’s favourite Christmas markets in the UK.
Our idea is for Premier Inn to own a much-loved Christmas moment that’s relevant to hotel stays and create a platform for consumers to feel inspired to visit them. Our campaign has allowed us to take ownership of 'The Nations Favourite Christmas Markets' year on year on year.
IMPACT
A poll of 2,000 Brits found the festive event in Derbyshire secured the highest overall score, with Edinburgh, St. Nicholas Fair in York and London’s Hyde Park Winter Wonderland all achieving 'gold' level status. The press coverage was outstanding reaching into the millions.