Travelodge is hoping to show people that it has evolved, with the help of a new marketing programme. This will kick off later in 2015 with a campaign worth £15 million.
The brand has just given word that it will once again work with CHI & Partners as a lead agency for its ads. It comes as the hotel chain nears the end of a modernisation scheme worth £100 million.
This has seen 87 per cent of hotel room beds switched for king-sized Travelodge Dreamer models.
The brand also recently unveiled news of a planned 15 UK hotel openings within the course of this year. Four of these will be in London and one will be in Glasgow. It has wider plans for over 150 more openings in the UK – which could bring about 3,000 jobs.
"We are delighted to reappoint CHI & Partners after a very competitive pitch process," commented Karren Broughton, sales and marketing director at Travelodge.
"We are well on our way to building a new Travelodge brand. With over 87% of our rooms now upgraded, the next phase of our advertising campaign will focus on showcasing that Travelodge has changed."
She explained that Travelodge's investment to change itself has had a positive effect on business already.
Meanwhile, CHI & Partners CEO and partner Sarah Golding explained that the organisation is excited about starting the next chapter in its collaboration with Travelodge.
"After creating [Travelodge's] first TV campaign in four years last January, ‘Get Up and Go’, we’re very proud to be leading the charge in taking Travelodge to new heights," she added.
It comes after Travelodge did a good deed at the end of last year by donating more than 1.5 million solid bars of soap to worthy causes.
The cleaning products were surplus stock in the wake of the brand putting liquid soap dispensers in its UK guest rooms.
The solid soap is being distributed by In Kind Direct and will go to more than 2,000 charities.