Record Premier Inn media campaign underway

A new Premier Inn TV advert made its debut towards the end of last month.

It came after the hotel chain announced a fresh £15 million advertising campaign.

The multi-channel effort sees the TV ad supported in other media such as online, social and press.

Lenny Henry is still on board as the face of the brand. The Dudley-born comedian has a long list of film and TV credits including the third Harry Potter film and kids' show Big and Small.

Talking about the new campaign, Premier Inn brand marketing director, Russell Braterman commented: "It's the first time Lenny Henry has stepped outside of the hotel environment and the focus of the creative is on Lenny and his enjoyment of sleeping well."

He described the TV ad, saying that it sees Henry in a Premier Inn bed, touring around the UK.

"Whether you’re a business traveler needing to get a great night’s sleep before a big meeting or if you want to catch a good night of ‘zzz’s’ before attending a friend’s wedding, there is a Premier Inn just around the corner," he said.

The campaign is the work of RKCR/Y&R and was planned and purchased by Manning Gottlieb OMD. It's the biggest media spend Premier Inn has ever invested.

The media drive highlights Premier Inn's mission to bring people a good night of sleep – and the positive feeling this brings.

The chain is also launching a new bed which has a luxury topper and 1,200 pocket springs.

Lenny Henry has been brand ambassador for Premier Inn since 2008 and in that time has filmed five TV ads for the chain.

The latest debuted in an ad break during the first episode of the new series of ITV1 show Mr Selfridge last month. In it, Henry is shown touring the UK in a bed.

Berkeley Scott is a specialist recruitment agency providing hospitality employment solutions