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Travelodge unveils Sleep Tight ad campaign

29 Apr
Cuddly toys are being used in a new advertising campaign by Travelodge, the budget hotel chain, in news likely to interest marketing jobs seekers.

Scheduled to debut on May 1st, the £10 million Sleep Tight idea concentrates on customers' desire for a good night's shut-eye. As well as TV spots, print ads will also run.

Each features Mr Sleep - a cute teddy bear - and his Zzzz Squad, including Jon the cuddly dog, all of whom combat obstacles and gadgets that keep guests awake at night, the Times explained.

It is hoped to appeal greatly to children and the company deliberately avoided using a celebrity in the campaign.

Travelodge managing director Guy Parsons added: "The criteria was to have a campaign that was as memorable and successful as the Compare the Meerkat campaign. Like him or loathe him, everyone has heard about him."

The brand recently secured permission to build its first facility in Twickenham.

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