Jurys Inn hotel group is to launch its first above the line national advertising campaign with a four week £800,000 advertising campaign running across the UK at roadside sites, key train terminals and tube stations in addition to an online campaign that includes display and search advertising.
Jurys Inn appointed London based advertising agency, Elvis to develop a campaign that would drive brand awareness across outdoor and online with potential to extend through to PR and Social Media. The key elements of the campaign were to reinforce the message that Jurys Inn is great value and a credible alternative to four star and budget hotels. The campaign is aimed at people who regularly stay in hotels for business and leisure and the aim is to drive customers to book direct with Jurys Inn online.
Up until now, advertising has been focused exclusively online, with trade magazine partners or to support new hotel openings locally. The Irish based hotel group which has 32 hotels in the UK, Ireland and the Czech Republic will run the campaign starting on 16 April 2012 across eight UK cities; London, Birmingham, Manchester, Liverpool, Leeds, Newcastle, Glasgow and Edinburgh, in addition to key London Underground and Heathrow Express sites.
Over the last two years Jurys Inn has undergone a complete transformation with a new brand identity and positioning, new hotel openings and refurbishments across the group. The new positioning has helped Jurys Inn take full advantage of the trend towards business travellers who are looking for great value without compromising on comfort or service as well as those who would have usually booked a budget brand and are now looking for more comfort but not at inflated prices.
This has been very successful and the group has secured many high profile corporate accounts as well as growing its share of direct leisure travellers.
Suzanne Cannon, Group Marketing Manager says: “We actively work to secure customers who want a credible alternative to four star. We were delighted earlier this year to win the Business Traveller 2012 Award for Best Small or Independent Hotel Brand for the second time. The judges said “Jurys Inn ticked all the boxes from the perspectives of both the buyer and traveller and represented excellent value for money and the overall quality and consistency of the product and the friendly and dedicated employees”. People vote with their feet and our new campaign aims to reach an audience who may not have considered us before.
Elvis came up with several ideas, three of which just hit the nail on the head in terms of defining exactly what Jurys Inn is all about. The three ads aim to communicate the warmth and friendliness that Jurys Inn is renowned for.
The concept also aims to communicate, that you may be away from home, but at Jurys Inn you will always feel at home – Your Stay Your Way. And by choosing a city centre Jurys Inn you can relax and be ready for business with time to spare. In fact, in a recent survey carried out by Jurys Inn, it highlighted that business trips are being seen as the new mini-break – the ‘Bizcation’. 35% of business travellers surveyed said they see overnight business trips as a break with a quarter stating that an overnight hotel stay prior to a business meeting is proof they are valued by their employer. And, one in three people said they would stay overnight before a meeting to ensure they are there in time and refreshed for the day ahead.
The three adverts reflect these findings:
Jurys Inn warmly invite you to …… finish your presentation in your jim-jams
Jurys Inn warmly invite you to …… a cheeky lie-in before your city centre meeting
Jurys Inn warmly invite you to …… sing in OUR shower, microphone as standard