From resizable rings to clean shirts, we’ve come up with a handy new way to help brides, grooms and guests avoid wedding day mishaps.

Issue
We know we’re a popular choice for families and friends, but many people aren’t aware we can accommodate large groups – or that we have a dedicated helpline to facilitate big bookings. Tapping into royal wedding fever, we want people to know we’re the perfect choice for getting ‘Big Day Ready’.

Insight
At Premier Inn, we can facilitate it all: guests can book in together, get ready together, crash out after all the fun and tuck into a great breakfast the morning after.

Idea
We created a TTL campaign to support ‘The Bridesmaid’s Tale’, a romantic and joyful ad that shows bridesmaids and groomsmen preparing for a wedding at a Premier Inn hotel. With a subtle focus on our younger audience, we let people know we’re a brilliant choice for wedding accommodation. One element of the ‘Big Day Ready’ campaign we partnered with our PR agency Golin and focused on the top 10 items guests are most likely to forget. The machine was live at our County Hall hotel for two days, with a press release, images and a video available for the media. The key take-out messages were of Premier Inn listening to its guests and being innovative (albeit on a slightly quirkier front). Social followers also loved the fun take on some genuine insights.

Impact
In the run up to the royal wedding, six national online papers (The Mirror, The Express, The Independent, The Sun, The Irish Sun and The Scottish Sun), as well as Bride Magazine, ran editorials on our wedding vending machine. Social media responses were overwhelmingly positive and gave customers an opportunity to share their love with the brand. The campaign achieved a total reach of 350 million.