From overnight stops for work to weekend breaks with family and friends, our ads show that whatever the occasion, our hotels are always a great place to start.

Issue
Premier Inn was already a household name, ranking #1 on the YouGov BrandIndex in 2017, and enjoyed high brand awareness. However, the challenge was to take it further: transform Premier Inn from a well-known brand into the most loved hotel chain globally. To achieve this, we needed to deepen emotional connections and position Premier Inn as not just a place to stay, but an essential part of people's broader journeys.

Insight
A Premier Inn stay isn't about the hotel itself but the larger purpose behind the visit. Whether people are travelling for work, attending a sporting event, or embarking on a family vacation, the hotel is only one part of the experience. By recognising that every stay is a part of something bigger, we saw an opportunity to connect with customers emotionally and highlight how Premier Inn supports those important moments in life.

Idea
Our campaign focused on the message that wherever people were headed, Premier Inn was always "a great place to start." We dramatised that a Premier Inn stay is more than just a stopover – it's the launch point for life's meaningful experiences. The campaign featured various scenarios, from business trips to family weekends, reinforcing that Premier Inn was the perfect starting point for any journey, big or small.

Impact
The eight-week TTL campaign proved highly successful, delivering a 21% increase in revenue. We strengthened brand affinity by tapping into the emotional side of travel and highlighting Premier Inn as a key part of life's journeys. We solidified its position as a trusted and beloved hotel brand.