Delivered an integrated brand platform connecting product, campaign and storytelling across digital, CRM and film to drive engagement, conversion and brand perception.

Role
Studio Manager | Creative Operations Lead
Led cross-channel delivery, governance and stakeholder alignment to scale the platform across the organisation.

Challenge
Premier Inn’s strong awareness was built on price, limiting emotional connection and long-term differentiation.
Embedding a new brand platform required coordinated delivery across channels, teams and agency partners to ensure consistency at scale.

Approach
Partnered with Lucky Generals to operationalise “A Great Place to Start” as a unifying platform.

Aligned:
• Cross-channel campaign planning across ATL, TTL, CRM and digital
• Stakeholder and agency collaboration to maintain platform integrity
• Timelines, approvals and workflows to support scalable delivery
• Consistent application of the platform across all touchpoints

Delivery
• Delivered end-to-end rollout across ATL, TTL, CRM and digital channels
• Coordinated internal teams and agency partners to maintain alignment
• Established structured timelines, approvals and delivery workflow
• Integrated campaign film, CRM and digital execution into a unified platform ecosystem
• Ensured consistent platform execution across all environments

Impact
Successfully repositioned Premier Inn from a price-led brand to an emotionally connected travel brand.

• Revenue increased by 21%
• CRM bookings increased by 35%
• Engagement increased by 15.5%