Travelodge is launching a £26 million multimedia campaign to include a TV advertisement featuring its own staff for the first time.
The hotel chain’s biggest marketing campaign to date by spend goes live this weekend on TV. The campaign will run for the rest of the year and will be supported by commercial radio, online, press and outdoor adverts.
The TV advert. which goes live during Beowulf on ITV at 7pm this Sunday, February 21, is a follow-up to its 2015 ‘That’s Travelodgical’ campaign which introduced the ‘Travelodgical puppets’.
The ad features a character from the previous TV advert, businessman Alex, and introduces a new character, Kate, a savvy businesswoman. They showcase the ‘upgraded’ Travelodge experience following a £100 million investment to improve the chain’s rooms and restaurants, with the message that the hotels have changed for the better. It promotes a price message of rooms from £29.
For the first time the company’s new TV advert includes three of its own staff: Reanne Lawrence, receptionist at Leicester Central Travelodge; Lukas Safranek, receptionist at Leeds Central Travelodge; and Sandra Murray, reception supervisor at Northwich Lostock Gralam Travelodge.
Travelodge sales and marketing director, Karen Broughton, said: “The Travelodgicals have received a phenomenal reaction from the public and are playing a key part to help deliver our strategy to become Britain’s favourite hotel for value.
“The aim of our new fully-integrated campaign is to communicate that we have raised the quality and service levels across our UK hotels.”
The creative concept for the new campaign has been created by CHI&Partners, which came up with the original ‘That’s Travelodgical’ concept.
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