Ad of the month UK – Premier Inn

Aishwarya Dabhade
May 31, 2021, 8:40 AM UTC

According to YouGov BrandIndex, during May, Premier Inn has achieved the highest uplift in Ad Awareness of any brand in the UK with a 9-point rise to 16% on May 25, up from 7% on April 25. 

Under the government's roadmap out of lockdown, hotels have started reopening in the UK. Other Covid-related travel restrictions have also been relaxed in May.  

To celebrate the gradual reopening of the country after a long,  exhausting pandemic, UK's largest hotel brand, with more than 72,000 rooms and 800 hotels announced its campaign called #RestEasy in April. The hotel chain is offering rooms for just £29 a night, easy bookings and, staycation deals available from the May half-term break till August school summer holidays. 

The 60-second campaign ran across TV, social media, print, and radio. This campaign also marks the return of comedian and television presenter Sir Lenny Henry with his voiceover in the advert. 

The Ad Awareness for the hotel brand had dropped to its lowest at 4% in the month of May 2020 when the pandemic was at its peak and fresh restrictions were being imposed. The brand gradually climbed as high as 9% in October 2020 but slipped again to low of 4% in February 2021. But as Premier Inn launched #RestEasy, a campaign that was delayed due to COVID, the percentage of people who saw an ad shot up to 17% in May 2021. 

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Premier Inn’s Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement of? Scores are based on an average daily sample size of 226 adults in the UK between April 25 to May 25. Figures are based on a 4-week moving average. Learn more about BrandIndex.