Through implementation of strong, price-focused messages and the development of a consistent tone of voice, we increased email click-through rates and Premier Inn’s hotel bookings by 35%.

Issue
The hotel sector is very competitive with most brands focussing purely on price. Low-cost messaging alone doesn’t differentiate or help build a brand, so we needed to find a more powerful approach. 

Insight
We don’t just provide great value hotel rooms, we provide guests with the means to create great travel experiences. And, ultimately, that’s what makes an unforgettable holiday.

Idea
Through evocative imagery and provocative messaging, we developed a weekly series of emails that didn’t just focus on price, but also told a sensory story; appealing to the recipients’ hearts and minds.
 
The word 'start' is a word that instantly ignites activity. And where there is activity, there is an experience. Whether it’s needing Wi-Fi for work purposes, needing somewhere to store your bike or you just need to be as close to where you need to be as possible, we can help. Giving our guests even more reasons to book with us, these emails can be sent out anytime of the year to reinforce our messaging.

Impact
Since launch at the start of 2017, both strategy and creative are working hard – with a 10% increase in revenue and a 15.5% increase in engagement.