Hotel group Jurys Inn has launched its first national advertising campaign at roadside sites, key train terminals and tube stations, alongside an online promotion.
The four-week, £800,000 campaign aims to reinforce the message that Jurys Inn, which has 32 hotels in the UK, Ireland and the Czech Republic, is great value and a credible alternative to four-star and budget hotels. It is targeted at people who regularly stay in hotels for business and leisure, with the aim of driving customers to book direct with the Irish-based hotel group online.
Until now, Jurys Inn advertising has been focused exclusively online, with trade magazine partners or to support new hotel openings locally.
Suzanne Cannon, the company's group marketing manager, said: "We actively work to secure customers who want a credible alternative to four-star. People vote with their feet and our new campaign aims to reach an audience who may not have considered us before."
London-based advertising agency Elvis has produced three adverts - with the potential to link to PR and social media activity - which aim to communicate the warmth and friendliness of Jurys Inn. The feel-at-home vibe is captured by an invitation to guests to finish their presentation in their pyjamas, a cheeky lie-in before a city-centre meeting and sing in the shower.
By Janet Harmer
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