The budget-hotel chain has contacted agencies directly to invite them to pitch for the brief. CHI & Partners, which was hired in January to launch a brand-repositioning campaign, will repitch for the business. The contract is for a three-year period.
CHI & Partners’ campaign represented Travelodge’s biggest marketing push to date and positioned the brand as "Britain’s favourite hotel for value". It also marked the first time that Travelodge had been on TV in four years.
The agency defeated Abbott Mead Vickers BBDO, Inferno, Leagas Delaney, McCann London and WCRS to win the account after a four-month pitch process that was handled internally. Rapier oversaw the business until 2012.
The appointment followed a £57 million investment in Travelodge’s modernisation programme and the installation of 37,000 new king-size beds.
Travelodge fought off administration in 2012 and was acquired from the private-equity company Dubai International Capital by GoldenTree Asset Management, Avenue Capital Group and Goldman Sachs. Initiative handles the Travelodge’s media planning and buying account and is not affected by the review.