The campaign will continue to feature brand ambassador Lenny Henry and starts on Monday (24 May). It is designed to encourage people to make the most of their weekends in the UK and to capitalise on the disruption being caused to airlines by the Icelandic volcano, BA strikes and other events.
There are two different versions of the TV ad, each showing Lenny Henry enjoying various weekend activities ranging from taking a break in the countryside to a spot of fishing and trying his hand at golf.
All communication will highlight Premier Inn’s value room offer where guests can book rooms sleeping up to a family of four for just £29 per room per night.
Rival chain Travelodge has just launched a campaign focused on a group of cuddly toys branded “Mr Sleep and the Z squad” and the strapline “Sleep Tight”. The campaign embraces television and social media activity.
Intercontinental Hotels Group (IHG) has also launched a £65m global campaign to support the relaunch of its Holiday Inn brands.
Steve Conway, head of marketing at Premier Inn says: “This new creative illustrates that we are located in some of the most beautiful parts of the UK as well as city centres, and that we are keen to offer our guests a great weekend break.”
The campaign was created by Rainey Kelly Campbell Roalfe / Y&R and it will be supported by an integrated print media, PR and digital campaign.