Premier Inn holds a firm place in UK culture, much like Gavin and Stacey. In the run up to the show’s final ever episode, we decided to pay tribute by renaming Premier Inn Barry to ‘What’s Occur-Inn’.
With excitement for the episode building, we recruited the UK’s leading Nessa look-a-like, Knock Off Nessa, to officially open the new-look hotel, and drafted in Dave’s Coaches to drive us around the infamous town.
Our video and photography teams created a crackin’ collection of assets, and our publicity team put together a news wire story and hit up all of the social meme pages.
We achieved widespread coverage across all national outlets and major regional publications, with many also sharing the story on their social media platforms.
The campaign gained significant traction on popular social meme pages, including LadBible and Archbishop of Banterbury. Even other brands, such as Iceland, engaged with the story. It was prominently discussed on Lorraine, where the accompanying video was described as “genius marketing.”
A major highlight was its feature on The Graham Norton Show, one of the UK’s most-watched and celebrated talk shows. The campaign received praise during a segment, further cementing its impact and reach.
Ultimately, the campaign became a viral sensation, generating widespread discussion. Notably, it was mentioned by James Corden as having been shared in the cast’s WhatsApp group. The campaign also earned a mention on BBC Radio 2’s Breakfast Show, adding to its success.
253 pieces of coverage ✳︎