Repositioning Premier Inn from price-led accommodation to an emotionally connected travel brand.

ROLE
Head of Studio | Creative Operations Lead
Responsible for creative operations, campaign delivery governance and stakeholder alignment across the campaign lifecycle.

CONTEXT
Despite strong awareness and value perception, Premier Inn’s differentiation remained largely price-led. To strengthen long-term brand connection, the business needed a more emotionally resonant positioning that reflected the purpose behind customers’ journeys.

IDEA
Working with Lucky Generals and the in-house studio, we developed “A Great Place to Start”, repositioning Premier Inn as the beginning of meaningful journeys across business, leisure and family travel.

SCOPE
Led cross-functional project delivery to translate the platform across ATL, TTL, CRM and digital channels, bringing together marketing, digital, CRM, agency and studio teams from concept through to launch.

DELIVERY
Managed rollout across multiple campaign workstreams, aligning stakeholders, agencies and internal teams to maintain clear timelines, approvals and production workflows across channels.

IMPACT
The campaign repositioned Premier Inn from price-led accommodation to an emotionally connected travel brand, contributing to a 21% increase in revenue and a 35% uplift in CRM bookings, with engagement rising 15.5%.