Premier Inn

From the Audiovisual Identity Database, the motion graphics museum


Premier Inn is a British hotel chain owned by Whitbread. It is the largest hotel chain in the UK, with 800 hotels and 72,000 rooms across the country. Founded in 1987 as Travel Inn, it was renamed as Premier Travel Inn in 2004, when Whitbread bought Premier Lodge and merged it with Travel Inn. However, the chain gained its current name in 2007.

1st Tag (2008-2009)

Visuals: On a starry purple night sky with a black vignette, the camera zooms out of an outline of a map of the UK and Ireland, with stars highlighting the different Premier Inn locations across the two countries. As this happens, the chain's then-current slogan, 'Everything's Premier but the Price', fades in at the bottom. The Premier Inn logo from that era then wipes in, along with its URL in yellow, and shines as the map behind fades out. The logo then glows slightly as the night sky slowly spins.

Technique: 2D digital animation.

Audio: The ending theme of the commercial, followed by the moon sighing.

Availability: It can only be found on a commercial from 2008, which was comedian Lenny Henry's first for the chain.

2nd Tag (2009-2014)

Visuals: On a different starry night sky, which is seen zooming slowly, the Premier Inn logo wipes in, and the chain's slogan and website wipe in below the logo at the same time. The moon in the logo then sighs in a relaxed way.


  • On most commercials from the era, CGI text reading: "PREMIER OFFERS" (coloured yellow), "Rooms from just £29" (with "£29" in white), and "Book now at" (which is coloured purple inside of a yellow box), can be seen in the sky, before the logo starts.
  • At the end of a commercial from 2010, the names of cities and towns with Premier Inn locations can be seen zooming onto an outlined map of the UK and Ireland, and during the logo, a yellow circle can be seen in the top right corner, with "Rooms from £29" inside of the circle in purple, and the circle glows.
  • On a commercial from 2012, a different slogan is used, 'A Good Night's Sleep Guaranteed', a text reading "RATED UK'S BEST VALUE HOTELS" is seen at the top right in yellow, and between two square brackets.

Technique: 2D digital animation, but 3D animation for the 'Premier Offers' variant.

Audio: The ending theme of the commercial, followed by the moon sighing.

Audio Variants: On some commercials, the moon is silent or does not sigh.

Availability: The logo, and its variations, are seen on all Premier Inn commercials from 2009 to 2014.

3rd Tag (2014-2015)

Visuals: Superimposed over the commercial, two dark purple bars slide in from both sides of the bottom of the screen, with the bar on the right arriving later and placed slightly above the left bar. The two bars then converge, and the then-current Premier Inn logo fades in between them in a purple box. White text reading: "#goodnightguarantee", and "Click here to book direct", with the latter text in a rounded grey rectangle, then fade in on top of the logo.

Variant: On a commercial from 2014 which promoted Premier Inn's partnership with LEGO and Warner Bros. to promote the film, The Lego Movie, the whole logo was recreated in LEGO.

Technique: 2D digital animation, but stop-motion/CGI animation for the 2014 LEGO variant.

Audio: The ending theme of the commercial.

Availability: Seen on all Premier Inn commercials from 2014 to 2015. It is a relatively short-lived logo, as a rebrand for the chain was launched the year after.

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