Premier Inn was already the top-rated hotel brand in the UK but wanted to be the best loved one in the world: just the kind of mission we love.

The only thing is, nobody visits a Premier Inn just to stay in a Premier Inn. They’re always going for another, bigger reason, whether that’s an important business meeting, a sporting event, a romantic break or a family occasion.

Our campaign for the hotel brand dramatised this humble truth and reminds people that, wherever you’re going, Premier Inn is “A great place to start”.