TRAVELODGE AWARDS £15 MILLION MEDIA BUYING & PLANNING CONTRACT TO INITIATIVE UK
23rd Oct 2013
Today, Travelodge, the UK’s first budget hotel chain has announced it has appointed Initiative UK to oversee the media planning & buying for its biggest media campaign to date.
The new £15 million campaign will be launched in spring 2014 and will support the Company’s £223 million brand investment programme, which was launched earlier this year. This involves the roll out of a new room design which has been designed by Travelodge customers and includes the Rolls Royce of beds – the bespoke ‘Travelodge Dreamer Bed’ as well as an extensive refurbishment programme across all of the Company’s hotels.
Initiative UK is owned by the Interpublic Group and is part of media management group Mediabrands and a partner of Magna. Its portfolio of clients includes a wide range of high profile brands such as: Tesco (Stores, Mobile & Money), Hertz, Victoria’s Secret, Patek Philippe, Malaysia Airlines, Bendicks, Match.com and Continental Tyres.
Catriona Kempston, Travelodge Sales & Marketing Director said: “We are delighted to have appointed Initiative UK after a very competitive pitch process. Their strategic thinking & planning combined with their creativity and great team work was an all round winning combination.
“This year the Travelodge brand is benefiting from a £223 million investment to help further grow the business. This cash investment will help fuel growth, strengthen the Company’s brand offering and make Travelodge the best value hotel chain in the UK.
“Next year our key focus is to start communicating our new enhanced Travelodge brand to the mass market. We are very excited to be working with Initiative UK to showcase Travelodge as the smart choice for leisure and business travellers.”
Sally Weavers, Managing Director of Initiative UK, said: “This is Initiative UK's biggest new business win in a decade, and is clear proof our fast, brave, decisive, simple approach is resonating with clients.
“Travelodge is one of the country's most recognised hotel brands, and we are extremely proud to be working with them as they enter an exciting new era.”