The firm has hired Leedex Euro RSCG to launch a six-month PR campaign around its newly created budget hotel brand Premier Travel Inn.
The brand unites Whitbread’s recently acquired Premier Lodge chain with its Travel Inn sites.
Leedex has been charged with driving consumer perceptions of the new brand as the largest budget hotel chain in the UK. It plans to raise awareness about the rebranding on a regional basis, by publicising the activity of flagship properties to local press and highlighting tourism or business clientele.
The move follows the appointment of Thames Water worldwide head of communication Keith Hardie as Premier Travel Inn head of communications last month.
Hardie, who is heading the brand launch, has set up an internal comms programme to ensure staff understand and support the integration of the two brands.
He reports to Premier Travel Inn sales and marketing director Gill Baker.
He joins Whitbread Hotel Company PR manager Abigail Langan, who has been promoted to Whitbread Hotel Company head of communications, reporting to Marriott UK commercial director Tony Dangerfield.
Health and fitness operator David Lloyd Leisure, a subsidiary of Whitbread Plc, has, meanwhile, boosted its internal comms focus with the appointment of Nicola Bartlett to a newly created role of comms co-ordinator.