Premier Inn swaps price-led ads for ‘comfort’ stance

Premier Inn is changing its marketing strategy to focus on its ‘Good Night Guarantee’ rather than price-led messaging with a £6m campaign.

Premier Inn

The budget hotel chain, owned by Whitbread, previously concentrated on the proposition ‘Everything’s Premier but the Price’. The good night’s sleep guarantee has been part of its offer for some years but has not been the key message.

The new strategy begins with Premier Inn’s first 60-second TV advertisement on Thursday (8 March) after a sneak preview on Facebook on Wednesday.

The budget hotel sector is fiercely competitive and includes chains such as Travelodge, Accor and Express By Holiday Inn. Premier Inn hopes the shift in marketing focus will give it a point of difference and help create an emotional connection with customers.

The campaign comes hot on the heels of recent Whitbread results that show Premier Inn, while still a strong performer, registering a 0.9% drop in like-for-like sales for the 11 weeks to February.

Revenue per available room was also down 3% on the same period last year.

The new campaign still features brand ambassador Lenny Henry and highlights the quality of the rooms and comfortable beds. It also features hotel staff’s interactions with their guests and was filmed at Premier Inn’s newly opened Heathrow Terminal 5 site.

It was created by Rainey Kelly Campbell Roalfe/Y&R and is scheduled to feature in programmes including Coronation Street.

The chain has 620 hotels compared with closest rival Travelodge, which just opened its 500th at Stratford, London.

Guy Parsons, chief executive of rival Travelodge, recently told Marketing Week that it “owns price” as a marketing tool and is also looking for emotional engagement in its communications. It has been using a teddy bear character called Mr Sleep in its ads but a change of approach is expected soon.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here