Bringing comfort to business getaways

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.

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.