Checking in without switching people off with Premier Inn.
The Challenge
Premier Inn wanted a 12-month consumer email campaign to increase bookings without increasing unsubscribes. Protecting and growing the consumer database was key. The challenge was to deliver regular offers in a consistent, engaging voice that people would welcome rather than want to switch off.
The Mind Hack
People don’t look forward to another sales email but they do look forward to a break. They want good prices, comfortable rooms and a good excuse to get away.
Our opportunity was to provide that excuse, positioning Premier Inn as the brand that makes taking a break feel effortless and affordable.
This called for gentle persuasion: a warm, friendly voice that understood what people wanted and planted the seeds of their next trip.
The Idea
A little warmth. A little wit. Plenty to look forward to. Headlines such as “Replace traffic jams with country jams” and “Recharge without the high charge” paired a reason to escape with a reassuring price.
Across the year, the emails offered fresh invitations to take a break, keeping the tone light, the benefits clear and the sales pressure low. That same playful voice carried into social. On April 1st, we posted “left-handed pillows for left-handed guests.” A gentle joke giving people a reason to smile and join the conversation.
The Results
The 12-month email campaign delivered a 35% uplift in bookings, demonstrating how a softer approach could work hard commercially. The April Fool's post achieved record-breaking organic traction, with more than 2,600 reactions, 412 shares and 457 comments in just 2 hours. A consistent tone gave Premier Inn a distinctive way to sell and earned the brand a welcome place in people’s day.