Premier Inn: Promoting Business Travel

CHALLENGE

Our brief was to deliver a campaign to establish Premier Inn as the choice for business travellers. The business travel market is crowded and competition is rife with traditional and new market entrants competing for share of wallet.

We wanted to highlight Premier Inn’s unique selling points – from award-winning service to quality, value and customer experience – while elevating the narrative from owned media to the national stage.

APPROACH

Brands2Life was selected to run a campaign designed to boost awareness of the Premier Inn business travel offer across target sectors and regions. We developed the “Measuring Face Value” campaign theme, that highlighted the impact of face-to-face meetings on individual UK company performance.

We commissioned research with independent economists CEBR and created a report that positioned Premier Inn as an industry leader in this area, understanding the needs of business traveller audiences, as well as the impact of business travel on the regions and the UK economy as a whole. We developed a range of assets including a report, film, and a number of visuals for Premier Inn’s social channels and content for their owned CRM channels.

IMPACT

The findings of the report generated 29 pieces of coverage across top tier titles, all of which contained the key messages of the campaign. The report positioned Premier Inn as an industry leader with a deep understanding of the business traveller. The campaign as a whole showcased Premier Inn’s commitment to the world of business travel, helping its customers to perform better whilst on the road.

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