Premier Inn – formerly Premier Travel Inn – is launching a new marketing campaign later this month to fully establish the new brand name within the public realm.

The advertising drive, which will feature British comedian Lenny Henry, is part of Whitbread’s announcement last summer to invest £13m in rebranding the budget hotel chain following an increase in its like for like sales by 10.1 per cent and its total sales to 13.9 per cent in the 13 weeks to 31 May 2007.

Gerard Tempest, marketing director, said: “The campaign is the pinnacle of a massive rebranding exercise that will further cement Premier Inn’s position as the leading hotel brand in the UK, setting us apart from competitors in the budget sector.”