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Bringing comfort to business getaways

Challenge

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.

Client

Premier Inn
Premier Inn

Role

Creative Director

Project type

Integrated campaign

activations

Social
Whitepapers
Motion graphics

Agency

Octopus Group (Publicis Groupe UK)
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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

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Instagram

Discover some of my visual exploration & experimentation

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THEY SAY…
Dave has added a huge amount. You can’t be a great marketing agency without a really strong creative department and Dave has delivered that. He leads from the front, with a natural passion for design which means you know he’ll always give 100% to anything he works on. Dave commits! Culturally, Dave is very easy to work with and great to have around. He always speaks his mind as a senior team member, but always in a very balanced and consultative way. He’s also good fun and people enjoy being around him, which is crucial for a management team member.
– Pete Hendrick; MD at Octopus Group (Publicis Groupe UK)