What does anyone think of the ad campaign?
So few hotels advertise on TV nowadays.
Is this a bold move or a waste of money in the current climate?
The Lenny Henry/Film ones? I think it's definitely raised the company's profile and with more and more people staying at home this year I'm sure Premier is seeing the benefit. I haven't stayed at a Premier Inn yet, but the rooms come across well in the adverts.
I have to agree with Coco Chanel that the advertise on TV for Premier Inn raised the company's profile...so it was not definitely a waste of money. The same thing I think is for Warner Leisure Hotels.My first reaction after I saw the Warner Leisure Hotels advertise it was to find them on the internet and request a brochure (which I've got it very quick by post). I haven't done the same with Premier Inn but I think that it's a good campaign.
I think the ad operates on several different levels.
Sure it raises the brands 'profile', but more importantly to the brand, it uses a champion of the living room to boost the 'value' of the brand with someone who we all love and trust (or most of us anyway). Given that in many areas of the country Premier Inn sells bedrooms at higer rates than many 3 Star Hotels (whom provide significantly more services and facilities), the TV campaign was essential in offsetting the migration away from it's previous budget status and association with others in the budget sector.
Hs this worked for you?
TV advertising can achieve amazing results and I have no doubt that Premier Inn are making it pay for them. Most of us are simply envious because national TV campaigns like that take such a large budget to make and broadcast.
You are right to note that few hotels advertise on TV. At the luxury end we try to target our marketing messages to a relatively small audience of people with the means to enjoy what we offer, whereas a chain such as Premier Inn is looking for volume.
As to the "current climate" I would say now is the perfect time to be presenting a reliable budget option.