DripDrop brolly-for-hire initiative donates a percentage of rental and sales proceeds to Great Ormond Street Hospital Children’s Charity.

Issue
Umbrellas are one of the nation’s most lost items. In a survey of 2,000 UK adults, 28% admit having turned up to a work meeting absolutely soaking because they didn’t have a brolly. Despite almost a fifth of Brits owning three umbrellas, one in ten confirm having spent up to £50 on replacements.

Insight
Survey results showed that people never learn when it comes to safeguarding their umbrellas. Although over 60% of Brits own two or more umbrellas, it seems that they can’t help but lose, forget or break them – causing spur-of-the-moment brolly purchases.

Idea
As umbrellas are among the most requested items from our reception team, we decided to team up with a brolly sharing company called DripDrop. Offering sustainable brolly rental, we aimed to utilise and roll out their service in 30 of our Premier Inn hotels. In turn, helping our guests to avoid the woes of turning up to events like weddings and job interviews soaked to the bone!

The best part, 15% from each hire went to Great Ormond Street Hospital Children’s Charity.

We also designed a brain teaser to introduce our new umbrellas, where you must try and spot a single, concealed umbrella in a crowded street scene. Forget Where's Wally... how about Where's Brolly?

Impact
The DripDrop brolly-for-hire service is now available at all Premier Inn hotels, providing guests with a sustainable way to stay dry. The campaign also sparked engagement through the “Where’s Brolly?” brain teaser, raising awareness while reinforcing Premier Inn’s dedication to sustainability and charitable giving.