Travelodge Hotels

Using an innovative sleep study to get media attention, we made sure everyone knew they could get a great night's sleep at Travelodge Hotels.

Executive Summary

Known as a popular low budget, affordable, and comfortable place to sleep during your interstate travel, Travelodge Hotels offers a clean option for business and leisure travellers.

The Challenge

Travelodge offers quality and comfortable hotel rooms at unbeatable value. Our campaign positioned Travelodge as the go-to hotel for a good night’s sleep, educating consumers on the importance of sleep and uncovering the nation’s sleep habits in association with the sleep Health Foundation. The coverage reached approximately 20 million Australians with highlights including a full page story in mX, coverage on The Project and Sunday Telegraph to name a few.

To promote Travelodge as an affordable, comfortable and clean hotel.

To promote Travelodge to both the business and holiday traveller.

To execute a fun campaign that drew on the hotel’s main value proposition, as a good place to sleep.

Our Solution

Step #1

Conducted a national survey to determine the nation’s best and worst night sleep.

Step #2

Position Travelodge as the place to go to get a good night’s sleep and drive local and national audiences to their sites across the country.

Step #3

Connected Travelodge with a national body for sleep study to elevate the efficacy of the sleep survey.

Results

When the results for the sleep survey were announced, Polkadot Communications fielded enquiries from media and coordinated media interviews with key Travelodge spokespeople.

We successfully exceeded the client’s expectations by positioning them as a great hotel to sleep in.

Campaign Stats

  • Month #1 – Clippings 10% 10%
  • Month #2 – Clippings 20% 20%
  • Month #3 – Clippings 35% 35%
  • Month #4 – Clippings 60% 60%
  • Month #5 – Clippings 80% 80%
  • Month #6 – Clippings 95% 95%

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FREE Communications Strategy Review

Would you like to know what our Director and communications expert, Dionne Taylor, thinks about your brand and if strategic communications could grow your business?

Let's take the first step together and book a free 30-minute consultation.

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