Whitbread, the UK’s largest hotel operator, has always been known for providing comfortable stays through its Premier Inn brand. Yet, what most people don’t realise is that these hotels serve as catalysts for local economic growth. To bring this understated aspect to light, Whitbread collaborated with DAKONA, aiming to produce a compelling video that narrates this economic influence.

Our objective was important: humanise the data from Whitbread’s groundbreaking research into a storyline that speaks to a diverse audience on LinkedIn. We wanted to convey that Premier Inn hotels are not merely establishments where you spend the night; they are institutions that enrich the community in more ways than one.

Meticulous planning was the cornerstone of this project. We understood that to make a truly impactful video, we needed more than just high-quality visuals and well-scripted narration. DAKONA undertook a comprehensive audience analysis and aligned our messaging strategy with the brand’s new focus on its operational and economic benefits. The planning stage was not just about logistics and shot lists; it was about setting the narrative trajectory to ensure that our video would resonate emotionally while delivering the hard facts.

Once everything was set, the actual filming took place. It was in these moments that the essence of Premier Inn’s community impact came to life. To deepen the story, we incorporated on-location voiceover and b-roll footage of the hotel and surrounding areas.  This additional layer helped in not only showcasing the hotel’s features but also humanising the brand by emphasising the jobs created and the livelihoods impacted.

The post-production phase was where all these elements came together. The end result was a hero video supported by several short-form versions tailored for social media platforms, particularly LinkedIn. The video serves as a testimony to the economic and social contributions of Premier Inn hotels, effectively turning numbers into a relatable narrative.

To learn more about Whitbread and its exciting expansion plans, visit whitbread.co.uk/property.