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.
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