Budget hotel chain Premier Inn is launching an aggressive multimillion pound print advertising campaign that targets mid-market rivals.
The campaign lists the value, offerings and services at Premier Inn and includes copy line such as “Looks like its time to take a holiday from Holiday Inn” and “So what exactly is it that’s best about Best Western?”
The print ads have been developed by Rainey Kelly Campbell Roalfe/Y&R.
The chain’s advertising has previously featured Lenny Henry as brand ambassador and the company says that Henry will be used in future campaigns.
Premier Inn is owned by Whitbread and accounts for the majority of the company’s profits.
Whitbread signalled in results last week that it had seen a softening in Premier Inn’s business due to the recession. The company is seeking to target leisure travellers as bookings from cash-strapped businesses dry up.