Premier Inn hires Strauss as Brand Marketing Director and launches search for creative agency

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Premier Inn has strengthened its top team with the appointment of Tamara Strauss, as well as redirecting its efforts and seeking to hire a new creative agency.

In challenging circumstances, owners Whitbread is focusing more heavily on the hotel business, having recently sold Costa Coffee. Premier Inn is parting ways with current agency partner Lucky Generals, which has been its creative partner since 2016.

Strauss joins as Brand Marketing Director, having previously held numerous director roles at organisations including Royal Caribbean International -  launching Where Extraordinary Happens; and InterContinental Hotel Group (IHG), where she led the brand repositioning for Holiday Inn.

Incoming Brand Marketing Director Strauss said: “Premier Inn is a truly iconic British brand and I couldn’t be more delighted to join them at this exciting stage in their journey. As the business grows its strengths internationally this is an ideal opportunity to bring a new agency onboard and we are really looking forward to meeting with the agencies we approach directly with this exciting brief.

“Lucky Generals have worked with Premier Inn for a number of years now and have done a great job in helping us maintain our position as the UK’s best-loved hotel brand. We wish them the very best for the future”.

The hotel chain will approach a shortlist of agencies which it believes mirror its values, in order to invite them to join the tender process.