A promotional campaign exceeding all expectations.

Issue
Christmas is an expensive time of the year. After buying presents for family and friends, enough food and drink, most people are strapped for cash until January payday. So there’s a seasonal lull in Premier Inn bookings.

Insight
Even though people have just forked out for Christmas, they still want to spend and love shopping the Boxing Day and New Year bargains. So there’s plenty of opportunity to sell our low rate £29 rooms by appealing to this eagerness to bag a great deal that’s in limited supply.

Idea
We use our iconic Premier Inn purple cushion to represent a Premier Inn room and add an orange price tag to represent ‘Sale’ without saying it. Coupled with a headline message that creates urgency to book fast, we create the warmth, value and comfort of our brand, combined with the speed and urgency of a ‘once they’re gone, they gone’ sentiment.

Impact
Within 2 weeks of launch, a staggering 45% increase in revenue was calculated.