Premier Travel Inn has appointed RKCR/Y&R to handle its £9m advertising account following a final pitch against incumbent Inferno. Miles Calcraft Briginshaw Duffy and M&C Saatchi were eliminated at an earlier stage.
RKCR/Y&R will support the Whitbread-owned hotel chain’s rebrand as Premier Inn next year. The change is its second since Whitbread bought Premier Lodge in 2004 and merged it with Travel Inns.
The review was overseen by Premier Travel Inn marketing director Gerard Tempest.
RKCR/Y&R will create a campaign based around the strapline: “Everything’s premium but the price”, which was created by Inferno.
Premier Travel Inn is spending £13m on the internal and external rebranding of its 480 hotels and an extra £9m on communicating the change. It aims to differentiate itself from its competitors in the budget hotel market.