Jurys Inn is seeking to build brand awareness through an integrated online and outdoor advertising campaign.
The company’s first above the line marketing activity is designed to show consumers that the chain is an alternative to better-known budget and four-star hotels.
Outdoor print ads will run across the UK at roadside sites, train terminals and tube stations, all the while supported by an online campaign that includes display and search advertising.
Commencing today (April 16th), the three different outdoor ads will appear in London, Birmingham, Manchester, Liverpool, Leeds, Newcastle, Glasgow and Edinburgh, in addition to key London Underground and Heathrow Express sites.
The four-week, £800,000 advertising campaign also has the potential to extend through to PR and social media.
Suzanne Cannon, Jurys Inn group marketing manager, says the three ads “aim to communicate the warmth and friendliness” for which the Irish-based hotel chain is known for.
She adds: “We actively work to secure customers who want a credible alternative to four-star.
“People vote with their feet and our new campaign aims to reach an audience who may not have considered us before.”