Premier Inn to launch spin-off brand for tech generation with Clarity PR

Clarity PR has won a three-way pitch from Premier Inn to launch a technology-focused hotel, targeting people aged between 25 and 40.

Hub by Premier Inn: The brand has chosen a tech PR agency for the launch
Hub by Premier Inn: The brand has chosen a tech PR agency for the launch

The flagship 'hub by Premier Inn’ will open next month in Covent Garden and will work with a dedicated iOS and Android app.

This will allow guests to control settings in their room such as temperature and lights as well as access a local area guide suggesting places to visit. 

Simon Ewins, business development and corporate responsibility director at Whitbread Hotels & Restaurants, said: "Over four years in development and testing, the hub by Premier Inn concept has been shaped by extensive guest research and aims to capture the imagination of guests who already rely on technology for many other aspects of their everyday lives.

"Clarity PR’s credentials in working with technology start-ups made it the ideal agency to help us launch the flagship hotel and app, and we felt its proposal best reflected the innovative nature of our new brand."

Clarity will work alongside Premier Inn's retained agency Frank PR, which runs the brand's press office, during the run-up to the launch.

Clarity’s work is being led by senior account director Bradley Tubb and senior account manager Sarah Hay.

Sami McCabe, CEO of Clarity PR, said: "No-one has done anything like this, it’s really going to shake up the market. While we remain strongly rooted in the start-up world, we’re hearing from an increasing number of established brands, like Premier Inn, that are looking to connect with a younger, tech-savvy audience."

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