LARGEST EVER MEDIA SPEND FOR PREMIER INN’S FIRST MULTI-CHANNEL AD CAMPAIGN
19th January 2014
Premier Inn announced on 19th January a brand new £15 million multi-channel advertising campaign featuring Lenny Henry. The campaign was created by RKCR/Y&R and kicks off with a new TV commercial due to hit screens this Sunday. The advert is supported by press, outdoor, digital and social activity,
The new campaign, planned and bought by Manning Gottlieb OMD, is the largest ever media spend from Premier Inn, and is designed to highlight the brand's passion for delivering a good night’s sleep and the feeling of wellbeing that brings. At the same time Premier Inn is taking the opportunity to launch its new Premier Inn bed with its 1,200 pocket springs and luxury topper.
The new campaign will further drive the brand's comfort message, through a 70% takeover of city centre, rail and Underground digital screens in London and key conurbations across the UK. Plus there is a targeted press campaign in The Sun/Sun on Sunday, Metro, and Evening Standard, running across January and February.
The TV ad, will air during the widely anticipated return of the hit period drama Mr Selfridge (ITV 9pm), and will see Lenny Henry in his bed on a tour of the UK, highlighting the diversity of Premier Inn’s site locations and reasons to stay. The new TV advert will be Lenny’s fifth for Premier Inn since he became its brand ambassador in 2008.
Russell Braterman, Premier Inn Brand Marketing Director said: “It's the first time Lenny Henry has stepped outside of the hotel environment and the focus of the creative is on Lenny and his enjoyment of sleeping well. The advert sees Lenny in his Premier Inn bed, on a whistle stop tour of the UK. Whether you’re a business traveler needing to get a great night’s sleep before a big meeting or if you want to catch a good night of ‘zzz’s’ before attending a friend’s wedding, there is a Premier Inn just around the corner.”
For further information, please contact:
The Premier Inn press office on 0207 693 6999 or firstname.lastname@example.org
Notes to Editors:
First TV ad airs in the UK: 19th January 2013
Advertising Agency: RKCR/Y&R
Media Agency: Manning Gottlieb OMD
Director: James Griffiths, Moxie Pictures