Heresy has won the pitch to create a &£3m branding campaign for Whitbread-owned low-cost hotel chain Premier Travel Inn, formerly called Travel Inn.
The appointment was made by Premier Travel Inn marketing director Gill Baker, after the company called an agency review last summer. OMD UK retains the media planning and buying account. Travel Inn previously worked with HHCL/Red Cell, which came up with the strapline “Your inn for a good night’s sleep” in 2003. The slogan was used in Travel Inn’s autumn outdoor and radio campaign that year (MW October 23, 2003).
The chain’s 450 hotels will all be rebranded by the end of next month and the company is ready to promote its new name to the public. Travel Inn changed its name after acquiring rival Premier Lodge from Spirit Group in July.
Premier Travel Inn is the market leader in the fiercely competitive value hotel sector. Nearest rival Travelodge recently appointed former easyJet head of marketing Alistair Buckle as director of brand marketing.
Last year, Travel Inn sponsored Channel 4 reality show Shattered, hosted by Dermot O’Leary (MW January 22, 2004).