Travelodge readies £25m ad blitz

Travelodge is ploughing £25m into a new marketing campaign – including the whole gamut of direct, digital and TV activity – as part of new boss Peter Gowers’ plans to start talking to its customers again.
The campaign has been developed by recently appointed CHI & Partners; Rapier previously handled the business, although it is not known whether the agency – reborn following a deal with CHI – will be working on the direct elements.
However, the activity will be much greater than previously envisaged, according to Gowers. It includes a TV spot – the first for the brand since 2011 – due to break this weekend during ITV’s Britain’s Got Talent and introduces the company’s new strapline “Get Up And Go”.
Gowers, who joined the chain in November, said: “It’s time to start talking to our customers again. We want to tell our customers we have changed and we have thousands of refurbished rooms.
“Our new ad campaign is the latest milestone on our journey to build a new Travelodge and become Britain’s favourite hotel for value.
“We’ve expanded from our traditional roadside locations and now have more than 500 hotels. We’ve been investing a million pounds a week in modernising our hotels and we’re installing more than 37,000 new Travelodge Dreamer beds.
The company will extend its network further this year, with 15 new hotels expected to open.

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