Travelodge has given its £15m media planning and buying account to Interpublic’s Initiative UK as part of its £223m brand investment programme.
Initiative has been tasked with overseeing the media planning and buying ahead of a major campaign which will launch in spring 2014.
Starcom MediaVest, who won the digital part of the account from Carat in November last year, has not been affected by the appointment.
“We are delighted to have appointed Initiative UK after a very competitive pitch process. Their strategic thinking and planning combined with their creativity and great team work was an all round winning combination,” explained Catriona Kempston, Travelodge sales and marketing director.
“Next year our key focus is to start communicating our new enhanced Travelodge brand to the mass market. We are very excited to be working with Initiative UK to showcase Travelodge as the smart choice for leisure and business travellers.”
The programme, announced earlier this year, is the biggest marketing push for the company to date and has involved the roll out of a new room design as well as an extensive refurbishment programme across all of the company’s hotels.
Last week Travelodge unveiled its refreshed website, which was designed over six months by the company's in-house team with input from its customers and digital agency, Underwired.