Premier Inn: EweTube

Advertising company Golin increased consumer opinion and bookings for Premier Inn by creating Ewetube, a streaming platform that parodied popular media with sheep to encourage the concept of relaxing on a ‘staycation’ at a local premier inn during COVID travel restrictions.

Overview

To bring to life Premier Inn's 'Rest Easy' brand platform, with the launch of Ewetube, Yorkshire shepherdess, Amanda Owen, and her flock reimagined audiences' favourite shows and films, supported by our resident sleep expert. From the Queens Lambit to Good Wool Hunting, Flocky to ASMB'AA - we helped the nation switch their sleep-disrupting bedtime viewing habits by bringing counting sheep back for the streaming generation. And they loved it. To date, EweTube has generated over 300 pieces of coverage, 120,000 site visits, a 70% increase in Premier Inn's organic search interest and 66% increase in bookings.

The Challenge

Premier...

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