Restoring trust and comfort in a competitive market.

Issue
Despite being the UK's most significant budget hotel business, Premier Inn had become increasingly silent in the market and lost its emotional connection with consumers by 2021. As guests' expectations shifted toward more personalised, experience-driven, and tech-savvy stays, the brand was at risk of fading into irrelevance. To stay competitive and maintain relevance, Premier Inn needed a bold repositioning and refreshed brand identity that could re-establish an emotional connection with modern travellers while standing out in an increasingly crowded and dynamic market.

Insight
We recognised that the hotel category had become anxiety-inducing for many. The rise of unreliable aggregator websites and lingering travel concerns brought on by the pandemic created an opportunity for Premier Inn to carve out a space of trust and reassurance – something simple and comforting for travellers seeking peace of mind.

Idea
In collaboration with our creative agency, Leo Burnett, we redefined Premier Inn’s offering – not just as a provider of comfortable beds but as a true sanctuary of comfort. The new brand platform, ‘Rest easy,’ became more than just a tagline; it was the heartbeat of the brand's identity. To reinforce this shift, we reintroduced Lenny Henry as the brand's voice, evoking a sense of familiarity and trust that resonated deeply with audiences.

Internally, we led a complete overhaul of Premier Inn’s visual identity, including creating the ‘Rest easy’ sign-off by world-renowned typographer Alison Carmichael. Bold, expressive typography was introduced across the campaign to humanise the brand and emphasise its distinct personality. These elements ensured every customer interaction – digital or in-person – felt consistent, approachable and unmistakably Premier Inn.

Impact
The ‘Rest easy’ campaign ran successfully for twelve months and its core messaging continued to resonate indefinitely. We developed a comprehensive brand style guide, which became the foundation of the new, established Premier Inn identity. The campaign strengthened brand perception and reaffirmed Premier Inn’s position as the number one budget and business hotel. The brand earned numerous awards for its revitalised identity and refreshed offering, maintaining its leadership in a highly competitive market.