Creation of branded, high-impact, low-cost outdoor advertising hoardings to maximise impact on a transient audience.

Issue
When a new Premier Inn hotel is being built, it’s wrapped in a temporary protective cover. This fascia provides a unique opportunity to deliver brand messages and create buzz long before the hotel opens.

Insight
The building site is visible to thousands of passers-by, whether walking or driving. This means each person is a potential guest. But with only a brief moment to capture their attention, we needed a strategy that would make an instant, lasting impact.

Idea
We transformed the construction fascia into a dynamic, eye-catching billboard by using short, punchy headlines paired with a simple but striking graphic treatment. Our goal was to communicate quick, impactful benefits that would resonate with a wide range of potential guests – from families looking for a fun getaway to business travellers seeking comfort and convenience.

Impact
The local community responded enthusiastically to the temporary fascia. It sparked conversations and generated excitement, with residents and passers-by sharing their anticipation on social media. Families and business travellers alike connected with the messaging and the design fostered community pride as people felt involved in the hotel’s development. The project gained local media attention, and word-of-mouth spread quickly, helping position Premier Inn as a welcoming, accessible choice for all guests even before the hotel opened.