‘Rest easy’ – Restoring trust and comfort in a competitive market.

Issue
By 2021, Premier Inn had lost its emotional connection with consumers despite being the UK’s leading budget hotel brand. As guests gravitated towards personalised, experience-led, and tech-savvy stays, the brand faced declining relevance in a crowded and evolving hospitality market.

Insight
The hotel category had become a source of anxiety, with unreliable aggregator platforms and post-pandemic travel uncertainty fueling customer unease. This presented an opportunity for Premier Inn to build a space of trust, calm, and reassurance – something travellers longed for.

Idea
As the public prepares for the UK summer staycation boom, the 'Rest Easy' campaign focuses on choice, comfort and consistency – found throughout our locations, in our flexible booking rates, comfy kingsize beds and famous Premier Inn Breakfast.

The first TV ad, 'From booking to bed', taps into relatable hotel search insights. Like pressure-selling tactics used when booking on aggregator sites, or the uncertainty when plans are forced to change. But when you choose to book with Premier Inn, you know exactly what you’re getting, every time, whether you’re a leisure or business guest.

The 60-second spot, shot in a COVID-secure environment in between lockdowns, was directed by LA-based Canadian director Ally Pankiw. With a talented cast (and a few very well-behaved animals!), the ad also highlighted some of the real-life Premier Inn team members.

Our second TV ad, 'Same feeling, whatever the trip', celebrates the consistency we’re famous for and all the different kinds of trips enjoyed by our guests. Whoever you are and wherever you’re going, you can always count on the same comfort across our Premier Inn hotels. From booking to bed, Premier Inn is here to help the nation rest easy!
The integrated campaigns also include OOH, social, print and radio. Both the TV and radio ads were narrated by Sir Lenny Henry CBE. While the print, social and out-of-home elements build on the character stories, moments and occasions from the TV ad, showcasing how Premier Inn is here to help the nation rest easy.

Leo Burnett worked with Premier Inn’s in-house design studio on a full revamp of the Premier Inn visual identity. This ranged from the ‘Rest Easy’ sign-off, designed by world-renowned typographer, Alison Carmichael, to the bold, new expressive type principles running across the campaign. Focusing in on our brand personality and calling attention to its very human element, across every customer interaction.

Impact
The campaign lasted for twelve months, with its messaging continuing to resonate long after it ended. We delivered a new brand style guide that became a cornerstone across the business, earning industry recognition and reaffirming Premier Inn’s leadership in the budget and business hotel sector.