Visible. Vocal. Proud. Aligned.

Issue

Premier Inn needed to create a standout presence at Manchester Pride 2024 that reflected Whitbread’s long-standing commitment to LGBTQIA+ inclusion and brought its GLOW network to the forefront. The challenge was to deliver a fresh set of assets bold enough for a high-profile parade environment, while staying true to the brand’s visual identity, messaging hierarchy, and tone of voice. 

Insight
Pride is both a celebration and a platform for authenticity. In today’s cultural climate, showing up with empty gestures is no longer enough. Whitbread’s credibility – demonstrated by multiple Gold Employer awards – meant the creative had to go beyond symbolism. The assets needed to express inclusion in a joyful, intentional way that was unmistakably Premier Inn.

Idea

Studio led the creative direction and in-house production of all campaign assets, ensuring consistency across every touchpoint. This included a redesigned suite of A2 placards, branded umbrellas, T-shirts, vehicle wraps, and handheld flags – each rooted in the Premier Inn Pride messaging framework. Lines like Rest easy and full with Pride and Proud to value difference were carefully applied across materials, uniting colour, typography, tone and storytelling in a visually impactful and brand-aligned way. Studio also ensured all visuals supported the inclusive spirit of the GLOW network while reinforcing Premier Inn and restaurant brand hierarchy.

Impact

The campaign delivered a unified, values-led presence that positioned Premier Inn as one of the most visible and authentic brands at Manchester Pride 2024. The creative didn’t just stand out – it connected. Team members felt proud and represented, while the public saw a brand living its values through thoughtful, inclusive design. By blending operational precision with creative flair, Studio ensured every campaign element was Pride-ready and brand-right, reinforcing Premier Inn as a business that shows up, speaks out, and stands proudly year-round.