Premier Travel Inn hunts for agency ahead of rebrand

Premier Travel Inn, the Whitbread-owned hotel chain, has launched a search for an agency to handle its £9 million advertising account.

The review comes as the company prepares for its £22 million rebrand as Premier Inn early next year.

The budget hotel business has approached agencies directly, with the process managed by the Premier Travel Inn head of brand marketing, Catriona Lougher-Smith.

Shortlisted agencies will be briefed to differentiate the chain from its competitors. The company plans to spend £13 million on the internal and external rebranding of its 480 hotels, and an additional £9 million on communicating the change.

Inferno, Premier Travel Inn's incumbent agency for the past 18 months, is understood to be repitching.

A Premier spokeswoman said the review was procurement-led and was part of official Whitbread policy.

The hunt for a new above-the-line shop follows Premier Travel Inn's through-the-line marketing review in February last year, after which Inferno was named lead agency in place of VCCP.

Media, which was awarded to Starcom, and the digital account, which went to Dare, are unaffected by the review.