PREMIER Inn has unveiled its latest £15m multi-channel advertising campaign, which features Lenny Henry.
The campaign kicked off with a new TV commercial, which is supported by press, outdoor, digital and social activity, and is the largest ever media spend from Premier Inn.
It is designed to highlight the brand's passion for delivering a good night's sleep and the feeling of wellbeing that brings.
At the same time Premier Inn is also launching its new Premier Inn bed with its 1,200 pocket springs and luxury topper.
Brand marketing director Russell Braterman said: "It's the first time Lenny Henry has stepped outside of the hotel environment and the focus of the creative is on Lenny and his enjoyment of sleeping well.
"The advert sees Lenny in his Premier Inn bed, on a whistle stop tour of the UK. Whether you're a business traveler needing to get a great night's sleep before a big meeting or if you want to catch a good night of 'zzz's' before attending a friend's wedding, there is a Premier Inn just around the corner."