Premier Inn is more than just a bed in 'A great place to start'

Lucky Generals has launched its first campaign for Premier Inn, evolving the brand's positioning beyond the overnight stopover.

The "Great place to start" campaign comprises a series of spots styled like the opening credits of a film.

The first 60-second spot, "Still got it", airs during X Factor on Saturday and features a mum sitting in a Premier Inn room, on the phone to her child. She tells the child to "look after daddy" and then gets ready for a seemingly rare night on the tiles. In the next scene she has a drink with friends at the Premier Inn bar before going out for the evening.

The idea is to sell Premier Inn as a starting point for any kind of adventure and purposely moves away from the brand's prior tagline, "Wake up wonderful", which focused on having a good night's sleep.

A later Top Gun-style spot, soundtracked by Kenny Loggins' Danger Zone, is called "Scaffolders" and will show a team of workmen waking up ahead of a day on site.

Both ads also star real Premier Inn employees.

Mark Fells, chief marketing officer at Premier Inn, said the messaging was "just the beginning" for the evolving brand.

The work is supported by a radio campaign starring Premier Inn ambassador Lenny Henry, who also signs off each TV ad. The campaign also spans digital, email, social media and PR.

The campaign was created by Lucky Generals and directed by Ben Wheatley through Moxie. Manning Gottlieb OMD handles media.

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