Travelodge names new sales and marketing director

Travelodge has recruited experienced travel marketer Karen Broughton as its new sales and marketing director.

travelodge

Broughton joins in September and will be tasked with capitalising on and driving forward the budget hotel chain’s recently unveiled marketing strategy.

She joins Britain’s from the Money Advice Service (MAS) where she is presently executive director, marketing and service delivery.

While at MAS, she developed ‘Ask Ma’ television advertising campaign and is credited with achieving substantial growth in online share.   

Broughton has held positions including brand manager for British Airways Club World, brand director at BAA, the operator of several UK airports, and marketing and communications director at World Duty Free, the global airport duty free business.

She takes the role previously held by Catriona Kemptson, who is joining eatery group Mitchells & Butler.

Travelodge is investing £25m in marketing following a full refurbishment programme and kicked off its campaign with the introduction of new strap line “Get Up and Go” in May.

CEO Peter Gowers, who is a former InterContinental Hotels Group chief marketing officer, said:“It’s time to start talking to our customers again. Our aim is to become Britain’s favourite hotel for value. We want to tell out customers we have changed and we have thousands of refurbished rooms.”

Read a Q&A with Gowers here.

The chain appointed CHI & Partners to handle its advertising in January.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

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 3703 or email customerservices@marketingweek.com

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