Travelodge, the UK’s leading lodge brand, today announces the launch a new marketing campaign which will clearly defines the brand as the logical choice for travellers.
Under the theme of ‘Welcome to Travelodgic’, a variety of executions over the next three months will challenge the offerings of traditional hotel chains by providing logical answers to simple travel questions.*
Simon Gregory, sales and marketing director at Travelodge, explains: “Our research has shown that people don’t need, or want, the added extras that they unwittingly pay for in a traditional hotel. Our new communication strategy reinforces the message that Travelodge provides an easy, hassle-free experience, giving the customer everything they need and nothing they don’t. To us, this isn’t rocket science – it’s logical.”
The Travelodgic campaign is based on extensive consumer research, which has identified a new consumer profile - ‘the New Pragmatists’, a growing group of typically affluent consumers who are increasingly selective when it comes to purchasing certain services, such as a growing preference for choosing economy over costly standard or business flights. The research also revealed that people staying in hotels are becoming much more aware of the hidden costs included in their room rate, and therefore many are opting for a more streamlined, budget option.
Breaking on Friday 19th September, this first campaign under the ‘Welcome to Travelodgic’ banner will run for 11 weeks, and will feature 48 and 6 sheet posters, a national press campaign, transvisions at mainline stations, taxi supersides and lorries.**
Simon Gregory, adds: “We’re confident that this campaign will help take Travelodge to the next level – building its position as the number one lodge brand in the UK and leading the way in expanding the lodge sector.”
The campaign has been developed by Euro RSCG Wnek Gosper Partners, with media buying by Mediaedge:cia.
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For further information, images or an interview with Travelodge marketing and sales director, Simon Gregory, please contact the Travelodge press office at Cohn & Wolfe on 020 7331 5400.
Notes to editors:
*See attached execution samples for your use as you require.
** The ‘Welcome to Travelodgic’ press campaign insertions will appear in the Metro, Daily Mail, Mail on Sunday and Sunday Times from 19 September.
48 & 6 Sheets will appear at national motorway service stations, commencing 01 October 2003
Taxi Supersides in London, Manchester, Birmingham & Liverpool, commencing 01 October 2003
Transvisions will appear at Euston, Waterloo, Victoria, Liverpool St & Charing Cross, commencing 01 October 2003
Radio promotional campaign with Virgin... launched 15 September 2003 and will run for 8 weeks
Trucks - Nationwide on the usual freight corridor's (Motorways etc), commencing 01 October 2003 for 1 month