7th June 2024, London, UK: Premier Inn and Leo Burnett UK have partnered on the latest installment of its ‘Rest Easy’ platform, ‘Do Your Thing’. The campaign, planned and bought by UM, spans TV, cinema, digital audio, social and radio, and aims to showcase Premier Inn as a welcoming and inclusive place, no matter the reason for a guest’s stay.
At the centre of the campaign is a 60-second film which celebrates all the individual and wonderful reasons that people come to stay at a Premier Inn. The film, supported by 30”, 10” and 6” edits, tells the stories of a range of characters from guests staying for business to a keen bunch of cosplay enthusiasts. The spot was filmed at Premier Inn’s all-electric* hotel in Swindon, which is powered by renewable electricity.
The campaign is based on the insight that guests feel comfortable being their best selves when staying at a Premier Inn. In addition to being a first-choice hotel brand for functional events like business trips, ‘Do Your Thing’ demonstrates that Premier Inn can also cater to more meaningful travel experiences. Without having to worry about their stay, guests can focus on pursuing their passions and making their trip as memorable as possible.
Directed by Alicia MacDonald and Florence Noble, the creative is punctuated by a re-recorded demo of the famous track, “It’s Your Thing” by the Isley Brothers, aptly encouraging guests “do what [they] want to do.”
The social campaign takes inspiration from user-generated content, with content creators adapting their own interpretations of ‘Do Your Thing’. By inviting native content, Leo Burnett aims to build brand awareness and foster an engaged community around the hotel brand.
To ensure the campaign would resonate authentically with intersectional communities, Leo Burnett partnered with The Diversity Standards Collective on casting and script development.
All channels bring back the iconic voice of Premier Inn, Sir Lenny Henry, who delivers the campaign message “wherever you’re going, whatever you’re doing – do your thing, we’ll sort the rest.”
The ‘Rest Easy’ brand platform has been successfully doubling down on what sets Premier Inn apart as a beacon of comfort and consistency since April 2021. The film was produced by Missing Link Films.
The advert also introduces the newly developed Premier Inn Next Evolution style rooms, that has started to be introduced across new build and refurbished hotels from early 2024. The Next Evolution room design is the first evolution of the brands’ iconic rooms since the introduction of its Premier Plus rooms in 2019 and is part of the brand’s commitment to continuously investing in its guest experience. The new room style incorporates a host of new design features all developed and rigorously tested through guest insight over a number of years. The rooms shown in the advert also feature the new Silentnight beds now appearing in over 60,000 of the brands rooms across the UK.
- CREDITS
- CAMPAIGN TITLE: ‘Do Your Thing’
- CLIENT: Premier Inn
- GLOBAL CUSTOMER DIRECTOR: Tamara Strauss
- HEAD OF BRAND MARKETING: Yasmin Mukhida-Olushola
- SENIOR BRAND MARKETING MANAGER: Lois Wright
- BRAND CAMPAIGNS MANAGER: Lauren Steel
- BRAND CAMPAIGN EXECUTIVE: Bethan Manktelow
- SOCIAL MEDIA EXECUTIVE: Ellie Myers
- ADVERTISING AGENCY: Leo Burnett
- CCO: Mark Elwood
- ECDs: James Millers and Andrew Long
- CREATIVE DIRECTOR: Marcus Aitman
- COPYWRITER: Rory Hall
- ART DIRECTOR: Steph Ellis
- DESIGNER: Brittany Huish-Jones
- PLANNER: Jenika Hadipour & Nicola Willison
- BUSINESS LEAD: Ana Saffer & Bethany Watts
- ACCOUNT TEAM: Robert Ellen, Tobias Dahlhaus, Sian Davidson, Dominic Thomas
- PROJECT MANAGER: Charlotte Ager
- CHIEF PRODUCTION OFFICER: Emily Marr
- AGENCY PRODUCER: Lou Pegg
- MEDIA BUYING AGENCY: UM
- MEDIA PLANNER: Hannah Stead, Mairead Mullarkey, Ben Lebowitz
- PRODUCTION COMPANY: Missing Link Films
- DIRECTOR: Alicia MacDonald and Florence Noble
- PRODUCER: Ben Link
- EXEC PRODUCER: Heather Link
- EDITOR: Phil Hignett at Final Cut
- POST-PRODUCTION COMPANY: Black Kite
- AUDIO POST-PRODUCTION COMPANY: Sine Audio
- SOUND DESIGNER: Phil Bolland
- MUSIC SUPERVISION: Jeremy Newton & Sascha Darroch-Davies @ DLMDD
- MUSIC PRODUCTION: Swindle & DLMDD