NEWS: Barrington Johnson celebrates double Granada victory

Barrington Johnson Lorains has picked up the task of revitalising two of Granada’s key motorway brands, Little Chef and Travelodge.

Barrington Johnson Lorains has picked up the task of revitalising two of

Granada’s key motorway brands, Little Chef and Travelodge.



The roadside service chains moved across to Granada as part of the

group’s pounds 3.8 billion takeover of Forte earlier this year and have

now been earmarked for national press, radio and television campaigns.



Little Chef, with more than 400 roadside restaurants, has run

advertising through DMB&B since 1992. In contrast, Travelodge, the UK’s

largest roadside hotel chain, has not been supported by any significant

advertising in recent years. However, there are plans to expand

Travelodges away from roadside locations into city centres.



Granada is set to spend around pounds 5 million on advertising across

all its motorway brands, which also include Sutcliffe Catering and

Granada Motorways.



Barrington Johnson has worked with Granada for several years, running

its studio tours business, which takes fans around the set of Coronation

Street.



Following the appointment of John Williams as business development

manager, the agency was asked to handle a project on Happy Eater. The

agency’s performance on this helped it pull in the Travelodge and Little

Chef accounts, according to Barrington Johnson’s chairman, Mike

Barrington.



Media for both brands is handled by TMD Carat Manchester, which won the

business last month (Campaign, 18 October).



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