By Michael Barnett

It will surprise many to learn that Whitbread-owned hotel brand Premier Inn has only existed under that name for eight years, but in that time it has built recognition on the basis of its advertising starring actor Lenny Henry and a positioning that focuses unerringly on the benefits of a good nights sleep.

Those attributes are still present in its latest TV campaign, though Henry’s rubber duck sadly no longer accompanies him on his hotel stays as the brand seeks to move to a less comedic tone and emphasise the emotional rather than the rational reasons for using Premier Inn. Brand Read full story ›

Source: Marketing Week