Delivered an integrated campaign to reposition Premier Inn as a more emotionally connected travel brand.

Role
Head of Studio | Creative Operations Lead
Led campaign delivery, governance and stakeholder alignment across the full lifecycle.

Challenge
Despite strong awareness, Premier Inn remained positioned as a price-led brand. The shift to a more emotionally resonant platform required coordinated delivery across channels, teams and partners.

Approach
Partnered with Lucky Generals to deliver the “A Great Place to Start” platform, aligning:
• cross-channel campaign planning
• stakeholder and agency coordination
• timelines, approvals and workflows
• consistent execution across all touchpoints

Delivery
• Managed end-to-end rollout across ATL, TTL, CRM and digital channels
• Coordinated internal teams and agency partners to maintain alignment
• Established clear timelines, approvals and delivery workflows
• Ensured consistent execution across all environments

Impact
Delivered a successful shift from price-led positioning to a more emotionally connected brand.

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