What do you see?A bed for the night, or the highest driver of customer brand awareness?

Whitbread

At a glance
  • We’ve been working with Whitbread for almost 15 years
  • Brand guardians in the built environment
  • Four hotel rebrands
  • 920+ Premier Inn hotel sites
  • Includes Beefeater, Costa Coffee, Hub, Premier Inn
The opportunity

Drive performance in the built environment

Whitbread is the UK’s largest hospitality company. It owns Premier Inn, the largest hotel brand in the UK and is expanding internationally.

We have been working with them for almost 15 years. We have helped many of their brands perform in the built environment. So much so, that customer research into their Premier Inn brand, revealed that signage has been their highest driver of brand recall (this is, until the Lenny Henry TV campaign came long). A worthy investment, we think.

We make sure that their brands communicate as effectively as they can in the built environment. This can mean anything from mapping customer journeys, signage strategy, design and implementation or advising on building lighting or entrance porticos anything to ensure consistency and optimal brand representation.

The result

Increased brand equity

Whitbread is going from strength to strength. Premier Inn has become such a success story, it has crossed international boundaries. Its ‘warm welcome’ has become available in destinations as far afield as Bangalore and Dubai. With a target of 50 international hotels by 2018, we will be with them every step of the way.

Our approach

Delivers every time

We have overseen several brand change projects, but the Premier Inn rebrand in 2007 was on a mammoth scale. It was the largest ever rebranding of a UK hotel portfolio, with a £9m spend on building transformation. We advised on where the spend was best by working out the equivalent advertising value, based on location, visibility, volume and type of passing traffic. We managed a rollout programme of over 500 sites in 6 months. At its peak, we were converting over 50 hotels a week to the new brand, which helped raise like-for-like sales by 6.7%.

Highlights of our work with Whitbread include:
  • Hub – designed and developed signage family for new hotel concept
  • Premier Inn – 920+ sites and climbing, across UK, Germany, India, Dubai, Qatar
  • Premier Inn rebrand 2007 – 500 hotels in 6 months
  • Premier Travel Inn rebrand 2004 – rollout across 300 sites
  • Travel Inn rebrand 2003 – rollout across 300 sites
  • T.G.I. Friday’s – rollout across 40 sites
  • Costa Coffee – brand awareness and customer journey improvements
  • Beefeater ‘Grill’ – designed and developed signage family
Premier Inn totem sign Premier Inn external signage Dubai Premier Travel Inn external building signage Hub external signage Hub internal signage

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