Travelodge appoints Partners BDDH with differentiation brief

The budget hotel chain Travelodge has appointed Partners BDDH to handle its £3 million advertising account following a competitive pitch.

The company, which is owned by Permira Investment Fund Managers, was looking for an agency to create a campaign that would differentiate the brand from its competitors such as Premier Lodge and Travel Inn. It is looking to position itself as the company that offers true value for money in the budget hotel sector.

Simon Gregory, Travelodge's sales and marketing director, said: "We have been talking to a few agencies but only Partners BDDH really seemed to grasp the way our business needs to distinguish itself, within an increasingly cluttered market, and help the brand move forward."

Partners BDDH's managing director, Simon Toaldo, added: "This is an excellent win and a fascinating challenge. We look forward to working with Travelodge to build its brand and business."

Neil Christie, the Partners new-business director, added: "This sector has not been distinguished by smart marketing in the past. But there is a real opportunity here to change people's perceptions in the way that the budget airline industry has done."

The win does not affect Travelodge's media planning and buying account, which is held by Mediaedge:cia Manchester.

There are more than 236 Travelodges across the UK and Ireland.