Premier Inn Launches Premier Weekends Campaign to Target Leisure Travelers

Premier Inn has launched a £12 million “Premier Weekends” marketing campaign in new advertisements that features Lenny Henry, the British comedian. The adverts are designed to target Brits and encourage them to take a value break with the accommodation chain so that they make the most of their weekends – all through a fully integrated public relations, digital and print media campaign.

The advertisements will reinforce the superior budget hotel offering from Premier Inn, as well as position the company as the best choice for leisure travelers. There are two versions of the television adverts, but they each follow Henry while he enjoys various activities during the weekend, including breaking in the countryside, golfing, going to a wedding and fishing. They also highlight Premier Inn’s value room offer called Premier Offers, which allows guests to book rooms that sleep up to 4 for only £29 per room per night.

Lenny Henry said that filming the advertisements has been a lot of fun for him, as well as inspiring. He believes they have created something special, he continued. He is shown making the most of his weekends with Premier Inn, going hiking, fly fishing and playing golf. What more could a guy want, he added.

Premier Inn head of marketing Steve Conway said that the “Premier Weekends” campaign will put them in the position of the leading UK hotel brand. The adverts illustrate that they are located in some of the country’s most beautiful areas, as well as city centres, he continued, and that they are keen to offer great weekend breaks to their guests.