Premier Inn unveils £25m advertising campaign

28 August 2015 by Katey Pigden

Premier Inn has revealed a £25m advertising campaign, which will kick off with a new television ad this weekend.

The TV campaign, featuring Lenny Henry in his seventh advert for the UK's largest hotel brand, will also include a new track from Katie Melua.

The £25m multi-channel campaign will include TV, online advertising, email marketing, PR, and social media. It will also use radio, a medium which the brand has never utilised before.

This campaign comes in addition to the £140m planned investment across Premier Inn for 2015, which will include the completion of an estate-wide roll out of luxury Premier Inn Hypnos beds.

The TV advert was created by creative agency Rainey Kelly Campbell Roalfe/Y&Y and directed by Simon Ratigan.

Proceeds from the sale of the single will be donated to Great Ormond Street Hospital Children's Charity as well as the Children's Hospital Charity, which supports Sheffield Children's Hospital.

The advert showcases a variety of morning settings; all shot within a five-mile radius of Premier Inn locations. Scenes range from a horse racing track with mist in the air, to the sprinklers preparing the pitch for a football match on a winter's day and seagulls setting off on their morning flight. It ends with comedian Henry leaving a Premier Inn hotel to start the day.

The advert was filmed at locations including the grounds of Blackpool Football Club, Cheshire Racecourse and Stockport Railway.

The new Wake Up Wonderful campaign will continue to promote the brand's message of a good night's sleep.

The advert will air on ITV during the ad break of the X Factor on Sunday 30 August and will run until 2016.

Russell Braterman, brand marketing director for Premier Inn, said: "With our new creative direction, our latest campaign emphasises the emotional connections between having a good night's sleep and waking up wonderful. The ad encapsulates that moment, early in the morning when the day is filled with optimism and excitement, which we hope is how all our guests feel when they wake up after a great night's sleep in a Premier Inn.

"We're also really excited to have Katie Melua recording new material especially for the TV ad, the song and Katie's version of it, is perfect for our new ad, and I'm delighted that all artist and record label royalties from the sale of the single will be donated to the two charities."

Premier Inn guest receives rude reception at Dartford Bridge hotel >>

Plans submitted for £9m Premier Inn >>

Premier Inn boss John Forrest departs Whitbread >>

Looking for a job? See all the current hotel vacancies available with The Caterer Jobs >>