Marketing activity that lands our brand essence with great efficiency.

Issue
86% of our guests agree that they have a good night’s sleep in our hotels. And we are known for having the best-in-class beds. However, most of the guests that stay at our hotels are unaware that you can actually buy a Premier Inn bed, including the mattress and the base, and now our pillows. A campaign to increase the awareness and exposure of our bed shop is required.

Insight
Premier Inn is the UK’s number-one hotel brand going from strength to strength, with over 70,000 rooms the length and breadth of the UK. Recent innovations in Premier Inn’s digital offering have led to an enhanced online and booking experience for guests. Guests trust us as a brand and buy into our proposition. They trust our products and services. They trust our people and they can always count on us to deliver. Because we’re trusted as a brand, people listen to us. If we say our products are of the highest quality and will deliver comfort, they will listen loud and clear.

Idea
We own sleep. And you can trust us to facilitate it for you. Our proposition takes on more of a claim as it powerfully positions us as a trustworthy, reliable source of comfort. The comms will focus on the combo – our brand status and our dependable products. Communications will have a confident TOV, be authentic, short, sharp and informative.

Impact
Simon Ewins, Chief Operating Officer for Premier Inn comments:
"The sale and forthcoming launch campaign of the Premier Inn pillows will not only play a pivotal role in driving the ancillary revenue line for our business, but importantly it is the first step on our journey that starts to re-establish the Premier Inn brand as the leading experts in sleep".