As Covid-19 restrictions ease, Whitbread, the owner of Premier Inn, is banking on marketing to harness “pent-up demand” among consumers for staycations and to drive the business’s recovery.
With the nation under lockdown and unable to travel for the majority of the past 12 months, Whitbread posted a loss of £1bn for the 2020/21 financial year.
However, the company is forecasting a “significant bounce in leisure demand” as the vaccination programme progresses and travel restrictions ease in the UK from mid-May. It will therefore be investing £20m into marketing over the next financial year.
At the forefront of that investment is Premier Inn’s first major brand building campaign for three years, ‘Rest Easy’, which launched earlier this month after being delayed by Covid.
The campaign, which was created by Leo Burnett, features the voice of Sir Lenny Henry, who Premier Inn says has become “synonymous” with its brand. The ads …