Page 3: Supporting the brand
Well known brands need to be supported through advertising and promotional activity.
Travelodge was the first budget hotel brand to appear on television and coverage on a national scale is further enhanced by a strong presence in all the major press titles. This activity has seen brand awareness rise to over 70% nationally. The effectiveness of this activity was recognised when Travelodge was awarded the 'Most Improved Brand of the Year' Award in the Year 2000 British Hotel Guest Survey.
Travelodge has recently started to send direct mail to its huge customer base. The first mailings were sent out in 2000 and produced excellent results. Travelodge is now using the database to target specific customers, for example, loyal customers with exclusive offers.