I really enjoyed working on this assignment. The task was to create an integrated communication plan, in the light of the recent issues or events, that would build the brand in a positive way. Each student was assigned to a different PR or Advertising agency. In my case, I was representing Y&R creative agency in-house team, which client was Premier Inn.
BIG IDEA:
Partnering with Shelter, this campaign’s aim was to enhance Premier Inn’s appeal to families and helping to raise the awareness about homeless families in London. (*My research found that according to Shelter’s statistics every day, 117 families in Britain lose their homes. Over 1 in 3 homeless families in London stuck in temporary housing for more than 2 years.*)
Premier Inn’s Mission Statement
Shelter’s Mission Statement
Combining Premier Inn’s and Shelter’s mission statements, I came up with my campaign’s objective.
Target market: Middle Class Families-based on Premier Inn’s customers
In order to raise the awareness about this campaign on social media sites, I created this hashtag, which represents the campaign and campaign’s main message.
Hashtag was also used to promote Pillow Fight Event organised by Premier Inn in collaboration with Shelter. This event would raise the awareness about the issue of homeless families in London and increase funds for the charity.
Example of website design of press release about the collaboration between Premier Inn and Shelter announced on Premier Inn’s website.
An example of an advertisement to promote the Pillow Fight Event.
By creating Facebook Event, people could easily invite their friends and families and share this post.
Moreover, to get more attention and more people to attend the event as well as create a conversation about Premier Inn and Shelter, I came up with the idea of contest. Successful contestants would win 2 nights in any UK Premier Inn hotel. 
PR Stunt
To get the campaign’s message across and gain the right media attention, comedian Nick Hancock, TV presenter Julia Bradbury, snooker legend Willie Thorne and a TV presenter Kim Woodbury would be invited to the Pillow Fight event. These celebrities were part of the Famous, Rich and Homeless programme on BBC One. They know about the homeless issue and most importantly they experienced it on their own. That is why, this event might as well appeal to them and therefore they would like to be part of the fundraising event.
Another celebrity endorser would be Katie Melua. She is a singer and Shelter’s supporter. Her song Wonderful Life can be heard in Premier Inn’s TV ad. We would like her to sing her songs in our fundraising event. As the campaign’s endorser, before the Pillow Fight, Katie would appear on BBC Radio 2 on Chris Evans Breakfast Show to talk about her concert at the event.
Evaluation of the campaign
Nikola Do Anh 