The World Of Hospitality Issue 12 2015 - Page 5

industry news Wake Up Wonderful – to the new Premier Inn TV campaign P remier Inn has revealed a £25 million multichannel advertising campaign – kicking off with a new ad creative which sees Lenny Henry feature in his seventh advert for the UK’s most loved hotel chain and showcases new material from Katie Melua. This comes in addition to the £140 million planned investment across Premier Inn for 2015, including the completion of an estate-wide roll out of brand new luxury Premier Inn Hypnos beds. Wonderful Life Wake Up Wonderful – to the new Premier Inn TV campaign The track, Wonderful Life was originally performed by British singer Black and has been re-recorded for the advert by Katie Melua (above), to demonstrate the new campaign brand message – Wake Up Wonderful. Proceeds from the sale of the single will be donated to Great Ormond Street Hospital Children’s Charity as well as The Children’s Hospital Charity, which supports Sheffield Children’s Hospital. To support the launch of the single a music video has also been filmed and will be launched alongside the single on 29th August. The TV advert, created by creative agency Rainey Kelly Campbell Roalfe/Y&Y and directed by Simon Ratigan, captures picturesque scenes across the UK set to the sound of Wonderful Life. The ad kicks off a multi channel campaign, including TV, online advertising, email marketing, PR and social media (Frank PR). The campaign will also feature radio; the first time the brand has used this medium. The advert showcases a variety of morning settings, all shot within a 5-mile radius of Premier Inn locations and filmed using an agile filming technique. Scenes range from a horse racing track with mist in the air, to the sprinklers preparing the pitch for a football match on a winter’s day and seagulls setting off on their morning flight. It ends with Lenny leaving a Premier Inn hotel ready to embrace the day, all to the mellow sound of Katie Melua’s ‘Wonderful Life’. The M World Cup of Steak 2015 Eight Countries of Steak Coinciding with the start of the 2015 Rugby World Cup, M Restaurants will be creating their very own tournament: The M World Cup of Steak. M has launched a competition to find the world’s best beef where countries will battle it out for the top spot and try to impress a plethora of skilled judges including famed food writer, presenter and critic Joe Warwick, Food writer and critic Charles Campion, M Executive Chef Michael Reid, and Head Chef of The Shed & Rabbit restaurants and top butcher Oliver Gladwin. On the 19th September, the big event will kick off with an evening of Eight Countries of Steak, where diners will receive 100g of beef per country with matching drinks from the finalist countries to be tasted and voted on in four-courses of quarter finals by diners. £95 per person with £15 going to the School of Hard Knocks charity. The M World Cup Of Steak celebrations will begin in early September with the qualifying rounds of all 16 countries being whittled down to the top eight. the World Of Hospitality 05 New creative direction The new Wake Up Wonderful campaign takes the brand in a new direction creatively, with the majority of the scenes set outside the hotel, and showcasing a much more emotive portrayal of the brand’s touch points. The campaign will continue to drive home the brand’s comfort message and the importance of a good night’s sleep. The advert will air on ITV during the highly anticipated return of the X Factor and will run until 2016. Russell Braterman, Brand Marketing Director for Premier Inn, said: “With our new creative direction, our latest campaign emphasises the emotional connections between havin