Delivered a multi-channel campaign to launch Premier Inn’s Hussle partnership, strengthening the brand’s wellbeing proposition and increasing ancillary engagement.

Role
Head of Studio | Creative Operations Lead
Led campaign delivery, stakeholder alignment and integration of the Hussle partnership across digital and social channels.

Challenge
Premier Inn’s estate does not include gyms, pools or spa facilities, limiting appeal for guests seeking wellness-focused stays.

The Hussle partnership introduced a flexible, pay-as-you-go gym solution, but required clear communication and integration into the guest experience to drive awareness and adoption.

Approach
Positioned the partnership as a value-enhancing extension of the Premier Inn offer, designing a campaign framework that connected brand messaging with real guest behaviours and seasonal wellness moments.

Delivery
• Developed a multi-channel campaign across social and digital platforms to introduce the Hussle partnership
• Created a structured content rollout including ‘soft launch’ communications and influencer-led storytelling
• Built a dedicated ancillary landing page to support conversion and guest engagement
• Introduced a two-day guest pass to drive trial and embed the partnership within the customer journey
• Aligned messaging with key seasonal moments (January, pre-summer, post-summer) to maximise relevance and engagement

Impact
Delivered a 17.6% uplift in conversion from the ancillary partnership page.

Strengthened Premier Inn’s wellbeing proposition and introduced a scalable partnership model to support future ancillary growth.