The Caterer

Premier Inn to launch £9m advertising campaign

05 February 2008 by
Premier Inn to launch £9m advertising campaign

Premier Inn is to launch a £9m advertising campaign later this month highlighting its new identity, the budget hotel group announced today.

The Whitbread-owned hotel chain changed its name from Premier Travel Inn last October in a £22m rebranding exercise that is due to complete by the end of February.

Travelodge - it has recruited Lenny Henry to front a new advertising campaign spanning television, national press, online and outdoor posters.

Premier Inn claims the campaign, which will run throughout the year, marks the largest-ever media spend by a hotel brand in the UK.

Gerard Tempest, marketing director, said the choice of Henry to front the campaign followed extensive customer research.

"Customers like the celebrity approach," he told Caterersearch. "Henry really spoke to our brand - he is British, down-to-earth and warm."

The campaign was created by Premier Inn's newly appointed advertising agency, Rainey Kelly Campbell Roalfe /Y&R.

Whitbread to spend millions rebranding Premier Travel Inn >>

Premier Inn opens 500th property >>

Whitbread unveils new Premier Inn logo >>

Whitbread's Premier Travel Inn buys Golden Tulip UK >>

By Daniel Thomas

E-mail your comments to Daniel Thomas here.

The Caterer Blog]( Catch up with more news and gossip on the Caterer Blog here
[Newswire For the latest hospitality news, sign up for our e-mail news alerts.
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!