| Advertiser | Premier Inn |
|---|---|
| Sector | Travel & Tourism |
| Buying route | Family Focus, Film Packs |
| Audience | ABC1 Adults, Main Shoppers with Children |
| Sector | Travel |
| Target Audience | ABC1 Families |
| Package | Film Pack |
| Media Agency | MGOMD |
| Creative Agency | Lucky Generals |
| Duration | 60" |
Background
Premier Inn advertising had traditionally become associated with the presence of Lenny Henry. However in 2016 the brand wanted to evolve what its positioning and launched its new ‘A Great Place To Start’ proposition.
The aim of the new campaign was to avoid cheesiness and help position the Premier inn brand as standing for “more than just a bed” which would help deliver an increase in brand preference and consideration.
Idea
AV channels remained at the heart of Premier Inn’s media mix and so a series of ads were created, directed by British filmmaker Ben Wheatley, telling the light-hearted stories of various customer archetypes including a young mum, a group of scaffolders and Great Aunt Mabel.
Plan
Cinema was a natural fit for the campaign given the creative pedigree behind the new ads and Premier Inn wanted to extend their usual AV strategy (using TV and VOD) to tell a richer story across screens of all sizes and boost recall of the campaign.
Premier Inn decided to showcase its ‘Great Aunt Mabel’ creative in cinemas – an execution designed to target an ABC1 family audience. With this mind, Premier Inn bought a film pack in the highly anticipated Fantastic Beasts And Where To Find Them.