- This is the Company’s biggest marketing spend to date
- The campaign showcases the new upgraded customer experience
- New campaign is an evolution from the successful 2015 “That’s Travelodgical” campaign and introduces new Travelodgical character, Kate, a savvy businesswoman
Today, Travelodge the UK’s largest independent hotel chain, has announced it is launching its biggest marketing (by spend) campaign to date. The new £26 million, fully integrated multi-media campaign is an evolution from the successful 2015 “That’s Travelodgical” campaign which introduced the popular “Travelodgical” puppets. It marks the next phase of Travelodge’s journey to become Britain’s favourite hotel for value.
The campaign features a character from the previous advert, the businessman Alex and introduces a new character, Kate, a savvy businesswoman. (Both appear with their human counterparts).
In the new advert, both characters play a key part showcasing the new upgraded Travelodge customer experience – following the completion of the company’s £100 million investment to deliver a greater quality product and service to its customers across the UK.
Alex and Kate showcase what makes Travelodge the logical choice when staying away for business, and use a new bespoke upbeat musical theatre-style song to communicate the overarching message that UK Travelodge hotels have changed for the better.
The upgraded contemporary Travelodge room and restaurants (now in over 150 hotels), have both been designed by Travelodge customers and feature heavily throughout the advert. In addition for the first time ever, three Travelodge hotel staff members also star in the new advert. This includes:
- Reanne Lawrence, Receptionist at Leicester Central Travelodge
- Lukas Safranek, Receptionist at Leeds Central Travelodge
- Sandra Murray, Reception Supervisor at Northwich Lostock Gralam Travelodge
The new campaign is launched with a new advert being aired on Sunday 21st February 2016 – from 7.00pm during Beowulf and will be shown across a wide range of channels. It will be also be supported on commercial radio, and via a comprehensive multi-media digital programme, press and outdoor advertising. The campaign will run extensively until the end of this year.
Karen Broughton, Travelodge Sales & Marketing Director 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. New Travelodge represents what today’s savvy hotel customers want, which is a great quality room at a good price– making it ’The ‘Travelodgical’ choice for customers. Our investment has already led to strong business growth.”
The creative concept for the new campaign has been created by CHI&Partners who came up with the original ‘That’s Travelodigical’ concept.
Summary of the new Travelodge advert:
The advert is set in a new upgraded Travelodge room (showcasing Travelodge’s new contemporary brand style) and the first scene opens with Alex waking up refreshed after a good night sleep in the Travelodge Dreamer bed (with his human counterpart). He jumps out of bed with vitality and gets ready to seize the day.
The ad then goes on to show Kate in a busy Travelodge restaurant, having just had breakfast and feeling energised for the day ahead. The following scenes then show Alex and Kate checking out of the hotel and attending their business meeting just a short hop away from the city centre Travelodge where they stayed.
Throughout the ad, Alex and Kate sing about what makes Travelodge the logical choice when staying away for business including: comfy – king size beds which provide a great night’s sleep, great city centre locations across the UK and it being amazing value – supported by a price message ‘rooms from £29’.
‘The Travelodgicals’ cast includes:
- Business man: Alex
- Business woman: Kate
htm sponsor hotel information at H&C News
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