From Welsh vineyards to the oldest pub in England, we’ve partnered with Time Out to inspire readers to discover great things to do in the UK with Premier Inn.

Issue
Building the brand beyond TV adverts. Our challenge was to reach audiences who were considered a younger, lightweight TV viewer. We needed to drive brand engagement whilst delivering credibility with content. We were tasked with finding a new medium to inspire booking breaks by highlighting Premier Inn as a great place to start.

Insight
As one of the most popular and successful publications, Time Out caters to many passion points for the younger audience we want to attract. What’s more, Time Out readers are five times more likely to go on more than four short UK breaks per year.  

Idea
By aligning our huge estate with the power of Time Out’s equally huge roster of things to do across the UK, we will be able to create the ‘One Great Thing’ guide. User-generated content was created by their readers by sending in their favourite things to do, see and visit. Along with further Time Out editorial and content, the ultimate guide was made.

Partnership features included four promotional DPS advertorials including links to nearby Premier Inn hotels, a competition to win a UK weekend getaway, an integrated microsite for digital housed on Time Out, roadblock high-impact digital banners, native digital traffic drivers, email newsletters, 60,000 printed guides distributed across Premier Inn hotels nationally and a cover wrap in May’s Time Out London.

Impact
Time Out reaches 3.7 million in the UK across both print and digital platforms. Creating opportune exposure to help our hotels get customers close to the heart of the action in no time.