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Premier Inn has revealed a £25 million multi-channel advertising campaign – kicking off with a new ad creative which sees Lenny Henry feature in his seventh advert for the UK’s most loved hotel chain and showcases new material from Katie Melua. This comes in addition to the £140 million planned investment across Premier Inn for 2015, including the completion of an estate-wide roll out of brand new luxury Premier Inn Hypnos beds.
The TV advert, created by creative agency Rainey Kelly Campbell Roalfe/ Y&R and directed by Simon Ratigan, captures picturesque scenes across the UK set to the sound of Wonderful Life. The ad kicks off a multi channel campaign, including TV, online advertising, email marketing, PR and social media. The campaign will also feature radio; the first time the brand has used this medium.
The track, Wonderful Life was originally performed by British singer Black and has been re-recorded for the advert by Katie Melua, to demonstrate the new campaign brand message – Wake Up Wonderful. Proceeds from the sale of the single will be donated to Great Ormond Street Hospital Children’s Charity as well as The Children’s Hospital Charity, which supports Sheffield Children’s Hospital. To support the launch of the single a music video has also been filmed and will be launched alongside the single on 29th August.
The advert showcases a variety of morning settings, all shot within a 5-mile radius of Premier Inn locations and filmed using an agile filming technique. Scenes range from a horse racing track with mist in the air, to the sprinklers preparing the pitch for a football match on a winter’s day and seagulls setting off on their morning flight. It ends with Lenny leaving a Premier Inn hotel ready to face the day, all to the mellow sound of Katie Melua’s ‘Wonderful Life’.
The new Wake Up Wonderful campaign takes the brand in a new direction creatively, with the majority of the scenes set outside of the hotel, and showcasing a much more emotive portrayal of the brand’s touch points. The campaign will continue to drive home the brand’s comfort message and the importance of a good night’s sleep. The advert will air on ITV during the highly anticipated return of the X Factor and will run until 2016.
Russell Braterman, Brand Marketing Director for Premier Inn, said: “With our new creative direction, our latest campaign emphasises the emotional connections between having a good night’s sleep and waking up wonderful. The ad encapsulates that moment, early in the morning when the day is filled with optimism and excitement, which we hope is how all our guests feel when they wake up after a great night’s sleep in a Premier Inn. We’re also really excited to have Katie Melua recording new material especially for the TV ad, the song and Katie’s version of it, is perfect for our new ad, and I’m delighted that all artist and record label royalties from the sale of the single will be donated to the two charities. ”
The single, Wonderful Life, will be available to download and stream from all major channels from Saturday 29th August 2015.