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Bringing comfort to business getaways

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Client

Premier Inn
Premier Inn

Role

Creative Director

Project

Social & content campaign

Agency

Octopus Group (Publicis Groupe UK)

Octopus Group (Publicis Groupe UK) worked with Premier Inn, taking their recent B2C ‘Rest easy’ campaign and transposing it to a B2B audience. Focussing on two groups, the Business Booker – those working in administration roles, looking for consistency, amenities, affordability, ease of booking for their staff; and the Self Booker / Hybrid Worker broadly looking for the same benefits, as well as somewhere near both work and leisure.

Banner image

Approach

Our proposal was broad, from POS to OOH, social and thought leadership. We wanted to give a sense of consistent reassurance and positive affirmation. Taking a playful approach to the copywriting and typesetting – one that stayed close to the Premier Inn guidelines – we leaned heavily into their expressive typography, and photo-led brand style. Activations were primarily focussed on engaging prospective bookers through targeted social on Linkedin, Instagram and TikTok, with a report on business booking and trends for travel managers, as well as on-site / POS.

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RESULTS

Instagram

Visual exploration & experimentation

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THEY SAY…
Always hard working and with extremely high standards. He’s also a top bloke to have around and made a big contribution to our award-winning culture at the agency.
– Jon Lonsdale, CEO at Octopus Group (Publicis Groupe UK)