Premier Inn’s new ‘Rest Easy’ brand platform, integrated campaigns from creative agency Leo Burnett​​​​​​​.

Issue
After three-and-a-half years off TV screens (and seven years without seeing our brand ambassador, Sir Lenny Henry, on our TVs), we needed a significant TTL campaign to mark Premier Inn's primary return to advertising and reignite our brand to the nation.

Insight
Our challenge was to shift from being well-known to being well-loved. In doing so, we had to find a way to emotionally reconnect with the people of the UK, especially after a tumultuous and unprecedented couple of years.

Idea
As the public prepares for the UK summer staycation boom, the 'Rest Easy' campaign focuses on choice, comfort and consistency – found throughout our locations, in our flexible booking rates, comfy kingsize beds and famous Premier Inn Breakfast.

The first TV ad, 'From booking to bed', taps into relatable hotel search insights. Like pressure-selling tactics used when booking on aggregator sites, or the uncertainty when plans are forced to change. But when you choose to book with Premier Inn, you know exactly what you’re getting, every time, whether you’re a leisure or business guest.

The 60-second spot, shot in a COVID-secure environment in between lockdowns, was directed by LA-based Canadian director Ally Pankiw. With a talented cast (and a few very well-behaved animals!), the ad also highlighted some of the real-life Premier Inn team members.

Our second TV ad, 'Same feeling, whatever the trip', celebrates the consistency we’re famous for and all the different kinds of trips enjoyed by our guests. Whoever you are and wherever you’re going, you can always count on the same comfort across our Premier Inn hotels. From booking to bed, Premier Inn is here to help the nation rest easy!
The integrated campaigns also include OOH, social, print and radio. Both the TV and radio ads were narrated by Sir Lenny Henry CBE. While the print, social and out-of-home elements build on the character stories, moments and occasions from the TV ad, showcasing how Premier Inn is here to help the nation rest easy.

Leo Burnett worked with Premier Inn’s in-house design studio on a full revamp of the Premier Inn visual identity. This ranged from the ‘Rest Easy’ sign-off, designed by world-renowned typographer, Alison Carmichael, to the bold, new expressive type principles running across the campaign. Focusing in on our brand personality and calling attention to its very human element, across every customer interaction.

Impact
The first campaign ran for 12 months. It marked major investment and signified confidence at a time when many were looking at ways to cut spending post-pandemic. The second campaign is currently live. Its message of reliability and consistency is a reminder why we’re the UK’s best-loved budget hotel. Offering hassle-free bookings, value for money and that same feeling of reassurance, whatever the trip.