Lenny Henry will continue his Premier Inn ad role as the brand invests its largest ever media spend in a £15m multi-channel ad campaign.
Alongside a new ad created by RKCR/Y&R, the brand has secured a 70 per cent takeover of city centre, rail and underground digital screens in London, and further support will come from a press campaign in The Sun/Sun on Sunday, Metro and Evening Standard throughout January and February. Media buying and planning has been handled by Manning Gottlieb OMD.
The ad features Henry in his hotel bed in various outdoor locations to highlight “the diversity of Premier Inn’s site locations and reasons to stay”.
Russell Braterman, Premier Inn brand marketing director, said: “It’s the first time Lenny Henry has stepped outside of the hotel environment and the focus of the creative is on Lenny and his enjoyment of sleeping well. The advert sees Lenny in his Premier Inn bed, on a whistle stop tour of the UK.”
The ad is Henry’s fifth for the brand since becoming its ambassador in 2008.