Premier Inn Celebrates the Wonderful Reasons Guest Stay

Premier Inn and Leo Burnett UK have partnered on the latest instalment of its ‘Rest Easy’ platform, ‘Do Your Thing’. The campaign, planned and bought by UM, spans TV, cinema, digital audio, social and radio, and aims to showcase Premier Inn as a welcoming and inclusive place, no matter the reason for a guest’s stay. 

At the centre of the campaign is a 60-second film which celebrates all the individual and wonderful reasons that people come to stay at a Premier Inn. The film, supported by 30”, 10” and 6” edits, tells the stories of a range of characters from guests staying for business to a keen bunch of cosplay enthusiasts. The spot was filmed at Premier Inn’s all-electric* hotel in Swindon, which is powered by renewable electricity.

The campaign is based on the insight that guests feel comfortable being their best selves when staying at a Premier Inn. In addition to being a first-choice hotel brand for functional events like business trips, 'Do Your Thing' demonstrates that Premier Inn can also cater to more meaningful travel experiences. Without having to worry about their stay, guests can focus on pursuing their passions and making their trip as memorable as possible. 

Directed by Alicia MacDonald and Florence Noble, the creative is punctuated by a re-recorded demo of the famous track, 'It's Your Thing' by the Isley Brothers, aptly encouraging guests “do what [they] want to do.” 

The social campaign takes inspiration from user-generated content, with content creators adapting their own interpretations of ‘Do Your Thing’. By inviting native content, Leo Burnett aims to build brand awareness and foster an engaged community around the hotel brand.

To ensure the campaign would resonate authentically with intersectional communities, Leo Burnett partnered with The Diversity Standards Collective on casting and script development.

All channels bring back the iconic voice of Premier Inn, Sir Lenny Henry, who delivers the campaign message “wherever you’re going, whatever you’re doing - do your thing, we’ll sort the rest.”

The ‘Rest Easy’ brand platform has been successfully doubling down on what sets Premier Inn apart as a beacon of comfort and consistency since April 2021. The film was produced by Missing Link Films.

The advert also introduces the newly developed Premier Inn Next Evolution style rooms, that has started to be introduced across new build and refurbished hotels from early 2024. The Next Evolution room design is the first evolution of the brands’ iconic rooms since the introduction of its Premier Plus rooms in 2019 and is part of the brand’s commitment to continuously investing in its guest experience. The new room style incorporates a host of new design features all developed and rigorously tested through guest insight over a number of years. The rooms shown in the advert also feature the new Silentnight beds now appearing in over 60,000 of the brands rooms across the UK.

Tamara Strauss, global customer director, Premier Inn UK, said, “‘Do Your Thing’ celebrates how a stay at Premier Inn makes for a more meaningful trip by enabling people to rest easy. It’s the reassurance that guests can concentrate on all the other things besides worrying about the hotel that matter to make their trip a success - whatever that might be and leave the rest to us. It’s what we are most passionate about.”

Mark Elwood, chief creative officer, Leo Burnett UK, said, “With a stay at Premier Inn you know exactly what you’re going to get, a warm welcome, a great night’s sleep and a great breakfast. That means you can just get on and ‘Do Your Thing’ with no worries about your stay, you can just enjoy it. Whether you’re going away on business or to your latest Cosplay event, Premier Inn is there for you.”