Travelodge returns to TV
Travelodge has announced the launch of a £25 million advertising campaign, its first on TV for four years and its most expensive to date.
The campaign will launch with an extended ad during ITV’s Britain’s Got Talent on Saturday.
In addition to the TV ads, the campaign will include press, outdoor and digital advertising.
The ads will highlight the chain’s new look following a £57 million hotel modernisation programme, which includes the installation of 37,000 new king-size beds.
Chief executive Peter Gowers said: "Our new advertising campaign is the latest milestone on our journey to build a new Travelodge and become Britain’s favourite hotel for value.
"We’ve expanded from our traditional roadside locations and now have more than 500 hotels. We’ve been investing a million pounds a week in modernising our hotels and we’re installing more than 37,000 new Travelodge Dreamer beds.
"Our customers are telling us they love our new look, so now is the right time for us to be back on television, inspiring people to get up and go."
The company will extend its network of hotels further this year, with plans to open 15 new hotels in city centre and key holiday locations during 2014.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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