Despite being the UKs largest budget hotel business, Premier Inn was a brand that had gone quiet in the market and no longer stood for anything.
We realised that the hotel category was becoming increasingly anxiety inducing. The rise of untrustworthy aggregator websites coupled with concerns around travel brought about by the pandemic gave Premier Inn something clear to stand for; comfort.
We reframed what Premier Inn offers: from just comfortable beds to a comforting feeling, encapsulated in the platform idea Rest Easy. We reminded the nation of its role as a beacon of familiarity that everyone can rely on, even bringing back Lenny Henry as the voice of the brand. And we revamped Premier Inn’s visual identity across all touchpoints, giving customers a consistent & comforting experience from seeing a TV ad to the moment they step into a hotel.