Travelodge has announced the launch of a new £25 million advertising campaign to inspire Britain to get up and go.
The campaign, which is the company’s biggest advertising spend to date, features scenes shot across Britain and highlights Travelodge’s new look, being delivered through a £57 million hotel modernisation programme. This includes the installation of more than 37,000 new bespoke king size Travelodge Dreamer beds.
The campaign marks the company’s return to television after a four year absence and launches with an extended ad during ITV’s flagship programme, Britain’s Got Talent, on Saturday 10 May 2014. In addition to TV, the campaign also includes an extensive press, outdoor and digital presence.
Get up and go and explore all that Britain has to offer
Peter Gowers, Travelodge Chief Executive said:
“Our new advertising campaign is the latest milestone on our journey to build a new Travelodge and become Britain’s favourite hotel for value. We’ve expanded from our traditional roadside locations and now have more than 500 hotels. We’ve been investing a million pounds a week in modernising our hotels and we’re installing more than 37,000 new Travelodge Dreamer beds. Our customers are telling us they love our new look, so now is the right time for us to be back on television, inspiring people to get up and go.
“Our campaign inspires you to get up and go and explore all that Britain has to offer. Whether you are going to take the kids, leave the kids, or make more kids, there are now over 500 Travelodge hotels to base yourself in and thousands of new beds to get up and go from.”
Strategy for value
Travelodge has recently embarked on a clear strategy to become Britain’s favourite hotel for value. In addition to its investment in extensive hotel refurbishment, in January 2014, the chain announced it will install its new Travelodge Dreamer bed in all its UK hotels by September 2014. During February and March 2014 almost 9,000 team-members received new customer service training and in April 2014 Travelodge slashed prices for wifi to an initial free period of 30 minutes and £3 for up to 24hrs.
The company will extend its network of hotels further this year, with 15 new hotels expected to open in city centre and key holiday locations during 2014.
Locations used in the ad
The new Travelodge ad has been shot in the following UK locations:
London, Manchester, Brighton, Southend beach, Pinner, Littlehampton and West Wittering beach. In the advertisement, you see a scenario of different people nodding off on their sofa in front of the TV and the fun they can have if they get up and go and explore Britain. The ad goes on to show a range of people across Great Britain – with Travelodge as the base to explore from.