Premier Inn’s brand-new campaign ‘Do your thing’, from creative agency Leo Burnett.

Issue
In a world full of competition and OTAs as well as living through a cost-of-living crisis, it’s of paramount importance we can still offer our guest that reassurance they’re used to when staying with Premier Inn. However, with average room rates rising and customers being more price sensitive, people can feel overwhelmed. How do we get out guests to make us top of mind when faced with all these barriers?

Insight
Insights tell us that although budgets are smaller, people are still going to prioritise travel and experiences. They already use Premier Inn for location, reactive and functional trips but there’s opportunity to own travel-led trips where people want to travel for hobbies and passions.

Idea
Ultimately, we want to free up our guests’ mental load for those meaningful trips by becoming the antidote to accommodation overwhelm so the nation can rest easy and think of anything but the hotel. Emotionally connecting with our guests and providing that reassurance, they can concentrate on all the other things that matter.

In our brand-new campaign and TV ad ‘Do your thing’, we’re celebrating not only the great value Premier Inn is famous for but also the many reasons why our guests stay with us. From fun days at cos play conventions and memorable nights out for gig goers to all-important business trips and exciting family getaways, we believe that wherever you're going, whatever you're doing - do your thing and we'll sort the rest.

But it’s not just about a TV ad. From radio, cinema and social to email, website and programmatic, ‘Do your thing’ is an integrated, multi-channel campaign.

Impact
According to recent data from YouGov BrandIndex which monitors consumer perceptions toward brands daily – Premier Inn is winning Ad Awareness in 2024.

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