Premier Inn and Leo Burnett launch new integrated campaign: the second instalment of ‘Rest easy’

  • October 17, 2022

Sir Lenny Henry returns in Premier Inn’s latest campaign since launching the ‘Rest easy’ brand platform in April 2021.

Premier Inn’s latest integrated campaign aims to celebrate the consistency and familiarity that can be found at every Premier Inn hotel, no matter the location, exploring the comfort and reassurance that comes with knowing exactly what you’re going to get during every stay. Coming at a time when the cost of living is at an all-time high, the campaign doubles down on key value messages to customers, such as ‘kids stay and eat free’ and free parking at over 500 locations.

The campaign aims to ease the anxiety many people have when travelling, confirming to the public that Premier Inn rooms will always live up to expectations. It follows the launch of Premier Inn’s new brand platform last year, which introduced to the nation ‘Rest easy’. The latest campaign builds on last year’s messaging, landing ‘Rest easy’ in the nation’s hearts with joyful characters and a representative cast including Premier Inn’s very own team members.

At the centre of the campaign – which spans across TV, cinema, digital, social, OOH and radio – is a 60 second TV spot directed by Tiny Bullet.

The spot uses a cyclical camera to capture the idea of consistency. The camera travels round Premier Inn rooms in a fluid motion, seamlessly transitioning from room to room, showing different guests on a variety of trips. With each guest, there’s a symphony of joyful ’ahhhs’, bringing to life how each guest experiences the same comforting feeling of knowing exactly what to expect at Premier Inn. The creative centres around the bed as the product hero of the room, and the room imagery switches effortlessly between a Standard Room and the new Premier Plus bedroom, providing guests with extra touches.

Both the TV and radio ads are narrated by the well-loved returning Sir Lenny Henry: on radio he tells the stories of different guests on different trips while the social and out-of-home elements explore how Premier Inn customers can rest easy, whether they’re travelling on business or a leisure trip.

UM London are handling media and buying, PR will be managed by Golin, while Octopus are leading on B2B as well as newly appointed social agency The Social Shepherd.

Last year we landed ‘Rest easy’ in the nation’s minds, this year we needed to land ‘Rest easy’ in the nation’s hearts. That’s what the latest instalment of ‘Rest easy’ strives to achieve through a joyful film with a diverse and representative cast that truly reflects the UK and the consistency our guests love when we welcome them through our doors every day.
Tamara Strauss
Customer Director at Premier Inn
This campaign is populist at its heart. ‘Rest easy’ personifies the fact that whoever you are, wherever you’re going… you can always count on the familiarity and comfort of a room at Premier Inn.
Mark Elwood
Executive Creative Director at Leo Burnett