Check out our latest TV ad featuring our cycling superheroes, Pedal Squad, as they prepare to take it up a gear – with some help along the way from Premier Inn…

Issue
Our challenge was to create a TTL campaign that supported our ATL advertisement, ‘Pedal Squad’, to drive landings to our hub of cycling pages. From there, we could steer bookings to cycling breaks, starting and finishing, at one of our bike-friendly Premier Inn hotels.

Insight
January and the new year represent looking ahead, beating the winter gloom, plus all the usuals of getting fit, healthy and looking after yourself. But sometimes it’s hard to actually put your foot to the pedal. Knowing all our hotels are bike friendly, we could create inspiration for cycling breaks and adventures, all beginning at our hotels, found in some of the best locations across the UK.

Idea
'Take it up a gear'. Integrated channels drove traffic to a content-fuelled cycling hub page. Jam-packed full of info on our bike-friendly hotels, cycling routes for all ages, abilities and ambitions, tips from the experts, breakfast ideas to fuel up and everything else you need to make your cycling break a winner. The campaign was wrapped up with a competition in collaboration with Halfords to win a bike, bike goodies and a family stay at Premier Inn.

Impact
A hugely successful campaign, results showed a sizable increase in brand engagement – amplifying our core TTL concept and bike policy.