industry news
Wake Up Wonderful – to the
new Premier Inn TV campaign
P
remier Inn has revealed a £25 million multichannel advertising campaign – kicking off
with a new ad creative which sees Lenny Henry
feature in his seventh advert for the UK’s most loved
hotel chain and showcases new material from Katie
Melua. This comes in addition to the £140 million
planned investment across Premier Inn for 2015,
including the completion of an estate-wide roll out of
brand new luxury Premier Inn Hypnos beds.
Wonderful Life
Wake Up Wonderful – to the new Premier Inn
TV campaign
The track, Wonderful Life was originally performed
by British singer Black and has been re-recorded for
the advert by Katie Melua (above), to demonstrate the
new campaign brand message – Wake Up Wonderful.
Proceeds from the sale of the single will be donated
to Great Ormond Street Hospital Children’s Charity
as well as The Children’s Hospital Charity, which
supports Sheffield Children’s Hospital. To support
the launch of the single a music video has also been
filmed and will be launched alongside the single on
29th August.
The TV advert, created by creative agency Rainey
Kelly Campbell Roalfe/Y&Y and directed by Simon
Ratigan, captures picturesque scenes across the UK
set to the sound of Wonderful Life. The ad kicks
off a multi channel campaign, including TV, online
advertising, email marketing, PR and social media
(Frank PR). The campaign will also feature radio; the
first time the brand has used this medium.
The advert showcases a variety of morning settings, all
shot within a 5-mile radius of Premier Inn locations
and filmed using an agile filming technique. Scenes
range from a horse racing track with mist in the air, to
the sprinklers preparing the pitch for a football match
on a winter’s day and seagulls setting off on their
morning flight. It ends with Lenny leaving a Premier
Inn hotel ready to embrace the day, all to the mellow
sound of Katie Melua’s ‘Wonderful Life’.
The M World Cup of Steak 2015
Eight Countries of Steak
Coinciding with the start of the 2015 Rugby World
Cup, M Restaurants will be creating their very own
tournament: The M World Cup of Steak. M has
launched a competition to find the world’s best beef
where countries will battle it out for the top spot and
try to impress a plethora of skilled judges including
famed food writer, presenter and critic Joe Warwick,
Food writer and critic Charles Campion, M Executive
Chef Michael Reid, and Head Chef of The Shed &
Rabbit restaurants and top butcher Oliver Gladwin.
On the 19th September, the big event will kick off with
an evening of Eight Countries of Steak, where diners
will receive 100g of beef per country with matching
drinks from the finalist countries to be tasted and
voted on in four-courses of quarter finals by diners.
£95 per person with £15 going to the School of Hard
Knocks charity.
The M World Cup Of Steak celebrations will begin in
early September with the qualifying rounds of all 16
countries being whittled down to the top eight.
the World Of Hospitality
05
New creative direction
The new Wake Up Wonderful campaign takes the
brand in a new direction creatively, with the majority
of the scenes set outside the hotel, and showcasing a
much more emotive portrayal of the brand’s touch
points. The campaign will continue to drive home the
brand’s comfort message and the importance of a good
night’s sleep.
The advert will air on ITV during the highly
anticipated return of the X Factor and will run until
2016.
Russell Braterman, Brand Marketing Director for
Premier Inn, said: “With our new creative direction,
our latest campaign emphasises the emotional
connections between havin