RKCR/Y&R launched anew multi-channel campaign for Premier Inn, built around a 60-second broadcast spot, entitled “Wake Up Wonderful.”
Directed by Simon Ratigan and set to a cover of British singer Black‘s “Wonderful Life” by Katie Melua, the spot shows a series of sunrise scenes around the U.K., ending with a man happily walking out of Premier Inn into the morning sunshine and the question, “Mornings always seem to be just a bit more wonderful after a good night’s sleep, don’t they?” Each location featured is within five miles of a Premier Inn location, so guests of the chain could presumably find themselves wandering the same paths after resting up in one of the locations.
In addition to the spot, Katie Melua‘s performance of “Wonderful Life” is being released as a single, with proceeds from its sale going to Great Ormond Street Hospital Children’s Charity and The Children’s Hospital Charity. The campaign also includes digital, social, email marketing and PR components, as well as the brand’s first foray into radio advertising.
“With our new creative direction, our latest campaign emphasises the emotional connections between having a good night’s sleep and waking up wonderful,” said Premier Inn brand marketing director Russell Braterman. “The ad encapsulates that moment, early in the morning when the day is filled with optimism and excitement, which we hope is how all our guests feel when they wake up after a great night’s sleep in a Premier Inn.”
Credits:
Creative Director: Mark Roalfe
Art Director: Andy Forrest
Copywriter: Nicola Wood
Business Director: Lucy Taylor
Account Director: Ben van der Gucht
Account Manager: Megan O’Hagan
Agency Producer: Danielle Sandler
Photographer: Mark Stenning
Director/ Production Co: Simon Ratigan
Producer: Mike Wells
Editor: Owen Oppenheimer @ The Quarry
Post Production: The Mill
Music Supervision: Native
Sound Design: Chris Turner @ Jungle
DoP: Martin Hill & Ian Murray