Travelodge develops no-frills campaign

Budget hotel brand Travelodge has developed a branding campaign promoting the chain as a no-frills offering. The press, radio and outdoor campaign created by Euro RSCG Wnek Gosper Partners carries the strapline: ‘Welcome to Travelodgic’. Recently appointed marketing director Simon Gregory says research has shown that people ‘don’t need or want the added extras they unwittingly pay for in a traditional hotel’. The campaign will target ‘new pragmatists’ – affluent consumers who are aware of the hidden costs in hotel room rates and who wish to forego these extras in order to pay less. The advertising also compares Travelodge’s service to the full- service sector. The chain has 240 hotels in the UK and claims to be the original low-cost service in the hotels sector.

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