Search

×

Premier Inn launches £15 million ad campaign

A screenshot of a new advertisement from Premier Inn.
A screenshot of a new advertisement from Premier Inn.

Whitbread, Dunstable, England, launched this week a £15 million (US$24 million) advertising campaign for its budget Premier Inn brand.

The campaign, the largest ad spend ever for the brand, targets the U.K. market via television, digital, outdoor and print advertisements and social media. The advertisements star Premier Inn brand ambassador Lenny Henry, and in the advertisements Henry discusses different reasons to stay at a Premier Inn.

“It’s the first time Lenny Henry has stepped outside of the hotel environment and the focus of the creative is on Lenny and his enjoyment of sleeping well,” said Russell Braterman, Premier Inn brand marketing director. “The ad sees Lenny in his Premier Inn bed, on a whistle-stop tour of the U.K.”

Comment