Travelodge kicks off £2.5m ad pitch

LONDON - Travelodge is on the hunt for an advertising agency to handle its £2.5 million advertising account and has shortlisted five undisclosed agencies to pitch.

Travelodge... pitch
Travelodge... pitch

It is understood that Doner Cardwell Hawkins, which has handled the ad account since 2006, will repitch.

Travelodge has previously focused predominantly on print and outdoor activity, but is understood to be considering investing in TV advertising. Its main competitor, Premier Inn, has recently seen an increase in market share following a high-profile ad campaign starring the comedian Lenny Henry.

Despite a significant cut in its room prices, Travelodge remains the second-largest chain in the UK budget hotel sector, while Whitbread's Premier Inn holds pole position.

The review will come as a blow to DCH, which has seen a number of its accounts come up for review in the past year.

The seafood brand Young's called a pitch for its £2.5 million business in April, appointing Mother to handle the account last month.

This was followed in June by a review of DCH's £17 million Moneysupermarket.com business, which was handed to Beattie McGuinness Bungay last month.

Travelodge is also conducting a review of its digital ad arrangements. The search, which is being managed by the AAR, kicked off last month, with a number of undisclosed agencies lining up to pitch for the eCRM-focused brief.