Repositioning Premier Inn’s B2B proposition through insight-led creative collaboration.

Issue
Premier Inn’s B2B communications lacked clarity and cut-through. Messaging had become functional and fragmented, limiting engagement across LinkedIn, Meta and display channels. The proposition was not clearly connecting product benefits to real business traveller needs, particularly among SMEs.

To unlock growth, the B2B narrative required a stronger strategic focus and creative cohesion.

Insight
Customer feedback revealed a gap between what we offer and how we communicate it. Flexibility, value and nationwide coverage were strong assets, but messaging felt transactional rather than relatable.

There was an opportunity to humanise the proposition, simplify complexity and reframe our USPs around authentic business scenarios.

Idea
I worked closely with cross-functional stakeholders and the in-house studio to shape a refreshed B2B toolkit and seasonal “Back to Work” campaign.

Together, we aligned copy, visual identity and channel strategy into a cohesive system spanning paid social, display and a refreshed B2B site experience. Messaging shifted from product-led statements to benefit-led narratives tailored across SME and corporate audiences. Visuals prioritised authenticity and inclusivity, replacing staged imagery with relatable business moments that reinforced flexibility, productivity and comfort.

The collaboration ensured strong alignment between creative execution, media planning and commercial objectives.

Impact
The campaign delivered significant performance uplift:
• LinkedIn performance versus budget increased by 1443%
• Meta performance increased by 59%
• Display performance increased by 92%

The repositioning strengthened B2B engagement, improved proposition clarity and demonstrated the commercial impact of cross-functional creative collaboration.