27th August, London, UK: Leo UK has launched a new OOH campaign for Premier Inn ahead of Manchester Pride, building on the brand’s Brighton Pride activity earlier this month.
Running from 28-31 August, the campaign extends Premier Inn’s ‘You Know What You’re Getting’ platform through a series of contextual placements designed to reach Pride-goers across Manchester.
Inspired by the familiar experiences people know they’ll find at Pride, the work features the lines ‘Kissing in Canal Street’, ‘Glitter Everywhere’, ‘Pride Pooches’ and ‘Wings on Whitworth Street’, celebrating the people, places and shared moments that make Manchester Pride what it is. The activity follows Brighton Pride executions on 1-2 August, which were also rooted in local references.
Created in partnership with the Diversity Standards Collective (The DSC), the campaign was informed by research with LGBTQIA+ communities, exploring the experiences that define Pride. The work also champions LGBTQIA+ photographers, using images captured at previous Pride celebrations to tell Pride stories from within the community itself. Each poster credits the photographer and includes their social handle, helping shine a light on the people behind the lens.
Hayley Power, Creative Director and Diversity, Equity & Inclusion Lead at Leo UK, said: “Since launching ‘You Know What You’re Getting’, we’ve been looking for cultural moments that bring the platform to life in relevant and culturally important ways. Pride was the natural fit. From the local references to the photographers behind the work, every part of the campaign was designed to celebrate the communities that make Brighton and Manchester Pride what they are.”
Louise Woodiwiss, Head of Brand Marketing, Premier Inn, said: “At Whitbread, we’re proud to support and celebrate the LGBTQIA+ community through creating a culture where everyone feels welcome, valued and able to be themselves. Through our LGBTQIA+ employee network, Pride partnerships and ongoing inclusion initiatives, we’re committed to fostering belonging and supporting allyship. Building on that commitment, this campaign is about recognising the people and experience that make Pride what it is, while championing the communities at its heart.”
