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CASE STUDY: Premier Inn use Mail on Sunday to establish brand

Provided by Mail On Sunday (Associated Newspapers)
Mail on Sunday produced 'Living For The Weekend', a 16 page A4 guide, to establish Premier Inn as the number one leisure choice.
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What was the Challenge / Background of the Campaign?

Premier Inn wanted to increase weekend (non business) occupancy, encourage readers to go on more UK weekend breaks and establish Premier Inn as the number one leisure choice for affordable, consistent, family accomodation in the UK. The Mail on Sunday produced a 16 page A4 guide which was polybagged within the newspaper. The guide featured over 80 British break ideas, advising on a host of activities and destinations located within close proximity to a Premier Inn. Key USPs of all premier Inns, booking details and 2 for 1 offers were detailed. Find out more...

What was the Campaign Objective?

To establish Premier Inn as the number one leisue choice for affordable, consistent, family accomodation in the UK.
Reference: 3599 // Posted: 30.09.08

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1 adults 30-64 / MidBritons
35 - 44
45 - 54		Female
Male
AB
LOCAL MEDIA / NATIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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