Lexis PR becomes Travel Inn’s first external agency in two years after a two-way pitch against Ketchum.
The agency has been given a brief to promote the hotels’ business and leisure services.
The appointment comes two months after rival Travelodge hired Cohn & Wolfe, without a competitive pitch, on a six-figure budget as part of its £3m integrated marketing blitz.
Travel Inn is widely acknowledged as the market leader and operates 300 hotels throughout the UK. There are more than 236 Travelodges across the UK and Ireland.
Lexis head of consumer PR Marilyn Wicks will lead a three-strong team and report to Travel Inn PR manager Abbi Fletcher.
‘Lexis has been hired to promote Travel Inn through the national media. The budget hotel market is fiercely competitive, and we want to step up our presence outside the travel pages,’ said Fletcher.
Lexis will work alongside Travel Inn’s in-house PR team on a media relations campaign which starts next month.
The Cohn & Wolfe team for Travelodge is led by director Brandon Stockwell, and reports to Travelodge’s marketing director Peter Halsey.
‘The budget hotel sector has seen strong growth over recent years, in stark contrast to a generally depressed travel industry. However, in order to maintain that growth we believe the brands need to inject some personality into the sector,’ said Halsey.