Travelodge gears up for budget hotel battle

The battle in the budget hotel sector is due to hot up as Travelodge has appointed a new agency to work on its £15m branding campaign due in late Spring.

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Travelodge is preparing a £15m campaign now its estate refurb is near completion.

The chain has named CHI & Partners as its lead agency to handle advertising for the planned activity, claimed to be Travelodge’s biggest media campaign to date.

Rival hotel brand Premier Inn has just unveiled its own campaign for this year, featuring Lenny Henry and the chain’s new bed in external locations

Travelodge financially restructured in 2012 after undertaking a Company Voluntary Arrangement and last November appointed former chief marketing officer for InterContinental Hotels Group Peter Gowers as CEO.

It began investing in refurbishment of its estate and introducing a new room design last year and sales and marketing director Catriona Kempston has been developing a new brand and marketing strategy for when the refurb is complete.

She says of the agency appointment: “CHI’s strategic thinking combined with their creativity and understanding of our brand proposition made them the right choice for us. This year, our key focus is to communicate the updated Travelodge experience following a £223 million brand investment.”

Kempston is on the judging panel of the Marketing Week Data Strategy Awards – she explains the importance of data mining in this video.

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