Premier Inn’s new lifestyle photography. 

Issue
Lifestyle imagery is a key part of our brand messaging. Not only does it need to help increase conversion on our website, but it also needs to act as an accurate representation of what guests can expect when they stay with us.

Insight
Imagery is used to seduce, engage, inspire and sell. Aside from location, price and amenities, seeing what you can expect from a hotel stay with us, is just as important to guests when booking. Through captivating imagery, we’re able to showcase our products, services and the overall look and feel of Premier Inn – the UK’s most loved hotel.  

Idea
From booking to bed, our photography tells the important visual narrative on the whole Premier Inn experience, featuring guests and team members front and centre in the story. Our brief was to capture this approach in line with our ‘Rest easy’ brand messaging and update our central collection of brand images accordingly.

Behind the lens, capturing the all-important lifestyle moments was the talented Kerry Harrison. Working alongside Kerry was our creative agency, Leo Burnett – who also helped us bring our Rest easy campaign to life. To truly represent our values, as an inclusive business we casted 21 models of all ages, abilities and ethnicities, as well as our very first same-sex couple in the UK.

Not only did we shoot on location with an amazing cast at our new Premier Inn London Paddington hotel and the Bar + Block restaurant on site, but our real-life team members also joined in, too!

Impact
These images will be used everywhere, including website photography, press and PR, performance reporting, in-hotel print, partner websites and more.