BASICALLY BRILLIANT.

Issue
Premier Inn’s owner, Whitbread, believed that it was important to refocus its business after the sale of its cafe chain Costa Coffee to Coca-Cola. This realignment led us to believe in an excellent opportunity for a hotel chain to fill a gap in the super-budget customer market. For stayers who would otherwise sleep in poor-quality independents, hostels, on a friend’s couch or the back of their vehicles.

Insight
Premier Inn’s Managing Director, Simon Jones, said: “It’s clear through the research that people want the basics done brilliantly, such as a comfy bed and a power shower, but they are happy to compromise on location or some extras if they are paying a fantastic price for their room”.

Idea
‘Basically Brilliant’. Only what you need, at a price that’s unbeatable. A visionary innovation of a modern, no-frills, super-value hotel chain. Taking all the essential parts of a hotel – making sure they are really good – and getting rid of everything else.
 
The ZIP rooms were designed by PriestmanGoode, the design consultancy behind first-class cabins for Air France, Lufthansa and Swiss International Air Lines. The small pod-style spaces feature lightboxes, en suite power showers, 24-inch televisions and twin single beds that can push together to create a double. We partnered up with Wolff Olins to craft a unique brand and a TOV that was upbeat and straight-talking, with zero faff. ZIP’s identity used pared-down language, casting a fresh take on budget hotels. Our communications are striking and typographically led, achieving maximum impact through the beauty of simplicity.

Impact
Leveraging the Premier Inn brand, ZIP by Premier Inn continues to offer the cheapest rooms for guests that don’t want any bells and whistles. Just pure convenience and comfort when away from home. Niftily packed into 8.5 square metres, ZIP Cardiff boasts an 85+% occupancy.