Premier Inn ad shows Lenny Henry doing the twist

Premier Inn is launching the latest in its series of television advertisements featuring comedian Lenny Henry.

Premier Inn campaign

The latest campaign uses classic films as inspiration and shows Henry re-creating the classic scene from Dickens’ Oliver Twist where a young boy asks ‘Please sir can I have some more?’

The creative is designed to showcase the budget chain’s high quality and good value restaurant offering. It suggests that Henry does not need to ask for more as he has everything he wants during his stay at a Premier Inn.

Premier Inn is owned by Whitbread and the company reported first half result earlier this week.

It posted like-for-like sales at Premier Inn down 7 .7 per cent for the first half and said that it hoped that the chain would see positive growth in like-for-like sales by the fourth quarter.

Whitbread stated that Premier Inn was outperforming its rivals and winning business form three and four-star hotels. Revenue per available room fell by 9.4 per cent, ahead of the wider market decline of 11 per cent to 12 per cent.

Premier Inn launched the film-based advertising campaign, created by Rainey Kelly Campbell Roalfe/Y&R, in June 2009.

Steve Conway, head of marketing at Premier Inn, says: “This particular creative shows that not only are our hotels driven by quality and value, but that everyone of our 570 hotels has an onsite restaurant serving an all you can eat breakfast and great value evening meals.”

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