Premier Inn asked me to come up with an umbrella idea to promote their 'Kids stay free' offer and to get families to stay at the seventy odd hotels that the chain have around Greater and Central London.
So I came up with 'Don't just see London. Be London' with the idea of having kids dressed as stereotypical Londoners in front of the city's landmarks and attractions. This included being dressed as a Queen's Guard in front of Buckingham Palace, a cabbie in Leicester Square and as punks on Carnaby Street.
My good friend and designer Mistaone mocked up the images and designs. I came up with the routes for how the idea would work on the different channels. Here are a selection.
It went down well.
Print ads:
TV script:
