Premier Inn has announced that Lucky Generals will be its new creative agency following a competitive pitch.
The London-based creative agency has been chosen to lead the hotel brand’s integrated marketing strategy and will shortly commence work on Premier Inn’s next phase of advertising activity.
It marks a major win for Lucky Generals, whose work with Hostelworld has seen it create popular ads such as youth hosteling with Chris Eubank and this week's spot starring 50 Cent. The agency also has experience in delivering campaigns for brands such as Pot Noodle, Twitter, Amazon and Unilever.
Reacting to the appointment Helen Calcraft, co-founder of Lucky Generals, said: "Premier Inn is an extraordinarily successful business, with a great brand and product. We've been bowled over by the team's ambition and their desire for impactful advertising and we can't wait to get working with them."
Mark Fells, chief marketing officer for Premier Inn, added: “Although this was a competitive pitch process, Lucky Generals were the stand out agency showing a great understanding of where the brand is moving strategically. The chemistry with the team and their amazing success over only a three year period, as well as their fantastic creative insight cemented the decision. We are really excited to begin our partnership with them.
“Over the last nine years RKCR have helped us create many award-winning campaigns and were instrumental to their success. I’d like to thank them for all their hard work and support and wish them all the best for the future.”