Restoring trust and comfort in a competitive hospitality 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
Amid pandemic recovery and platform fatigue, hotel stays became challenging. Guests sought clarity, calm, and confidence – qualities that Premier Inn was uniquely able to provide.

Idea
Working with Leo Burnett, we repositioned Premier Inn as a true sanctuary of comfort. The new platform, ‘Rest easy’, went beyond a tagline to define the brand’s entire identity. We reintroduced Lenny Henry to reinforce trust and relatability. We overhauled the visual identity, featuring a bespoke ‘Rest easy’ sign-off by typographer Alison Carmichael and a bold, expressive design that brings warmth and personality across every channel.

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.