Premier Inn’s ambition was to expand its capacity by 50%. In order to do this profitably it needed to buck the trend towards market commoditisation and instead invest in building its brand. Communications focused on establishing Premier Inn's points of superiority in the market which guaranteed visitors a good night's sleep. Through this simple promise Premier Inn has grown to become the strongest hotel brand in the UK and the campaign has generated over £593.5m in incremental revenue and a ROMI of 3.38.