Jurys Inn, the leading UK and Irish hotel group, today has launched a new integrated ‘Stay Happy’ marketing campaign following a £2.9 million investment. The campaign will be rolled out across TV, VOD and digital media from today, and will be accompanied by social, CRM and in-hotel activity.
The premise of the campaign focuses on the hotel’s touch points and has a brand promise of ‘Stay Happy’. These ‘Stay Happy’ touch points include the welcoming environment and friendly staff who greet guests, plentiful breakfasts and all the little experiences in the guest rooms and throughout the hotel.
Additionally, Jurys Inn is spending another £1 million on product development to support the campaign, which includes:
- Launching a new ‘Dream Bed’ product in all hotels
- Upgrading all hotel lobbies – including new Jurys Inn scent and lighting
- New freshly brewed ‘bean to cup’ coffee being rolled out across all properties, offering fair trade coffee
- Newly expanded breakfast offering that better reflects the evolving taste of guests, which includes yoghurt and granola pots, gluten free bakery options, Bonne Maman preserves and poached eggs
- Upgrading to fast free WiFi for all guests.
The new campaign and product launch is underpinned by extensive qualitative and quantitative research of Jurys Inn customers, which showed that the new product and service offering resonated extremely positively with guests. This insight has been reflected across all the core customer touch points within each hotel.
Additionally, the data highlighted an increase in digitally savvy customers who prefer to look for the best value online and book through a variety of devices. The integrated campaign includes a refresh to the Jurys Inn website and digital experience as it continues to build its direct to consumer channels.
This new positioning for Jurys Inn follows the completion of a £65 million investment in the group’s portfolio and marks a renewed focus on special customer experiences and direct-to-consumer marketing as it looks to increase its position in the UK and Irish markets.
Commenting on the announcement Suzanne Cannon, Head of Marketing at Amaris Hospitality said: “Today marks an exciting new chapter for Jurys Inn as we roll out our new brand identity and communications campaign. Through continued investment into the little details that create special experiences for our guest, we are aiming to increase our market position and build a more direct relationship with our customers.
“Our brand promise is to ensure our guests ‘Stay Happy’ and continue to be attracted by the wonderful experiences they find at each and every Jurys Inn Hotel.
“This is just the start of a series of new innovations and investments across our portfolio as we look to strengthen our market share across the UK and Ireland.”
The campaign has been created by HAVAS London and constitutes the agency’s first work for the brand. The hero film of the campaign follows the journey of a lonely trolley on its mission to find happiness. We witness the trolley’s melancholic journey as it rolls through an unwelcoming city in the rain before making its way to the Jurys Inn where the hotel’s offering is showcased.