Zenith wins £10m Premier Travel Inn

Premier Travel Inn, the Whitbread-owned hotel chain, has picked ZenithOptimedia to handle media planning and buying on its £10 million account ahead of a planned relaunch early next year.

The agency appointment, which was made following a pitch against undisclosed agencies, follows last month's award of the creative assignment to Rainey Kelly Campbell Roalfe/Y&R.

The two agencies will work together on a TV and poster campaign to differentiate the Premier offering in the growing budget hotel market. The creative will use the "everything's premium but the price" strapline, created by Inferno, the brand's previous agency.

The incumbent on the media account, Starcom, won the consolidated Whitbread business two years ago, including the company's Beefeater, Brewers Fayre and Costa Coffee brands.

After winning the business in 2005, Starcom lost the TGI Friday chunk of the account to Initiative, following Whitbread's sale of the company.

Starcom did not repitch for the Premier business, but will continue to work on Premier Travel Inn digital briefs.

Premier Travel Inn is the result of a merger between Premier Lodge, which Whitbread bought three years ago, and Travel Inns. There are 490 hotels in the UK, all of which will be rebranded.

Zenith has also recently won business from the BGL Group and the branded wines owner Constellation Europe.

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