Travelodge has announced that it is launching a new £25 million fully integrated multimedia campaign to showcase its new upgraded brand transformation, following a £100 million modernisation investment across its hotels.
The campaign launches on Saturday 9 May 2015 with a new Travelodge advert being debuted during Britain’s Got Talent and also includes commercial radio, extensive press & outdoor advertising, and a comprehensive multimedia digital programme. The campaign will run extensively until the end of this year.
The Travelodgical choice
The creative concept for the new campaign innovatively centres around the inner value seeker in all of us. It showcases that the brand has changed through its upgraded rooms, comfy new king size, beds and that new Travelodge is providing amazing value – making it the logical (The Travelodgical) choice for customers.
The new advert has utilised an innovative style to engage with consumers by using puppets called ‘The Travelodgicals’ to help communicate that Travelodge has changed. These are characters that represent the little value seeker that lives inside each one of us – the part of you that loves finding great value for money.
‘The Travelodgicals’ are accompanied by their human counterpart; a range of different customers staying in a Travelodge hotel for various reasons. The cast includes a business customer, a family, and an older and younger couple.
Throughout the advert ‘The Travelodgicals’ celebrate what makes Travelodge the logical choice when staying away from home using an upbeat song to communicate their experiences and what they like about Travelodge. This includes: upgraded rooms, comfy new king-size beds, great locations and amazing value all adding up to the company’s new strapline ‘That’s Travelodgical’.
The Travelodgicals’ have been created by Andy Gent, the creator behind Hollywood blockbusters such as Frankenweenie and Fantastic Mr Fox. The full cast were created in just four weeks.
‘The Travelodgicals’ cast includes:
- Business man: Alex
- The family: mum – Sophie, dad – Max and daughter – Lily
- The older couple: husband – Tony and wife: Penny
- The younger couple: boyfriend: Si and girlfriend: Lucy
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