TTL 'Rest easy'
Our new ‘Rest Easy’ brand platform, an integrated campaign from creative agency Leo Burnett
Issue
After three-and-a-half years off TV screens (and seven years of not seeing our brand ambassador Sir Lenny Henry on our TVs), we needed a significant TTL campaign to mark a major return to advertising for Premier Inn and reignite our brand.
Insight
Our challenge was to make the shift from being well-known to being well-loved. In doing so, we had to find a way to emotionally reconnect the nation especially after a tumultuous and unprecedented couple of years.
Idea
As the public prepares for the UK summer staycation boom, the 'Rest easy' campaign focuses on choice, comfort and consistency, such as our range of locations, flexible booking rates, our comfy king sized beds and famous Premier Inn breakfast.
The TV ad 'From booking to bed' taps into relatable hotel searching insights like pressure selling tactics when booking a hotel on aggregator sites or the uncertainty when plans are forced to change. But it’s when you choose to book with Premier Inn, you know exactly what you’re getting every time, whether you’re a leisure or business guest, a family, couple or solo traveller.
The 60 second spot, shot in a COVID-secure environment in-between lockdowns, was directed by LA-based Canadian director Ally Pankiw. With a cast of talented actors (and a few very well-behaved animals!), the ad also shone a light on some of the real-life Premier Inn team members.
The integrated campaign also includes OOH, social, print and radio. Both the TV and radio ads were narrated by Sir Lenny Henry CBE, while the print, social and out-of-home elements build on the character stories, moments and occasions from the TV ad, showcasing how Premier Inn is here to help the nation rest easy.
Leo Burnett also worked with Premier Inn’s internal design team on a full revamp of the Premier Inn visual identity. This ranged from the ‘Rest easy’ sign-off, which was designed by world-renowned typographer Alison Carmichael, to the bold new expressive type principles that run across the whole campaign to humanise and emphasise the personality of the brand across every customer interaction.
Impact
The campaign ran for 12 months. It marked major investment and signified confidence at a time when many were looking at ways to cut spending post-pandemic. 'Rest easy' will continue indefinitely with ‘Rest easy part two’ arriving this year.
