According to YouGov BrandIndex, Premier Inn achieved the highest uplift in Ad Awareness of any brand in the UK during May.
Under the government’s roadmap out of lockdown, hotels have started reopening in the UK while other COVID-related travel restrictions were also relaxed in May.
The UK’s largest hotel chain announced a new campaign, called #RestEasy, in April and saw a 9-point rise in ad awareness the following month, to 16% on May 25, up from 7% on April 25.
To celebrate the gradual reopening of the country after a long, exhausting pandemic, Premier Inn, with more than 72,000 rooms and 800 hotels, is offering rooms for just £29 a night, easy bookings and, staycation deals available from the May half-term break till August school summer holidays.
The 60-second campaign ran across TV, social media, print, and radio. This campaign also marks the return of comedian and television presenter Sir Lenny Henry, with his voiceover in the advert.
The Ad Awareness for the hotel brand had dropped to its lowest at 4% in the month of May 2020 when the pandemic was at its peak and fresh restrictions were being imposed. The brand gradually climbed as high as 9% in October 2020 but slipped again to low of 4% in February 2021. But as Premier Inn launched #RestEasy, a campaign that was delayed due to COVID, the percentage of people who saw an ad shot up to 17% in May 2021.