Travel Inn is reviewing its &£3m advertising account, held by HHCL/Red Cell, as the no-frills hotel chain prepares to face a price-cutting war instigated by rival Travelodge. Travel Inn marketing director Gill Baker is in charge of the review.
HHCL/Red Cell picked up the business in March last year, and created a radio and outdoor campaign in the autumn using the strapline: “Your inn for a good night’s sleep” (MW October 23, 2003).
Last month, Travelodge, which is owned by Permira, announced a year-round &£25-a-night price offer, backed by a radio, national press and outdoor campaign. The campaign, created by Euro RSCG London, retains the strapline: “Welcome to Travelodgic”, and is designed to encourage online booking.
Travel Inn has concentrated on its branding in recent years. The chain redesigned its crescent moon logo and brand identity last year. It also sponsored Channel 4’s reality show Shattered earlier this year (MW January 22). The show, hosted by Dermot O’Leary, attracted controversy for being based on sleep deprivation. It did not prove a ratings winner, attracting less than 2 million viewers.
The budget hotel sector is facing a shake-up after Premier Lodge, the third-largest player, was put up for sale by new owner Spirit. Both Travel Inn and Travelodge are believed to be interested in acquiring the chain.