Generate mass awareness for the launch of Jurys Inn new premium bedding range. The hotel brand wanted to be synonymous with a comfortable night’s sleep – a territory dominated by their direct competitor. Our research revealed over half of Brits struggle to get up in the morning. So how could we make getting out of bed that little bit easier?
Ahead of the clocks springing forward for BST we launched ‘THE SUVET’. The one of a kind mix of suit and duvet gave wearers the 24/7 comfort of their duvet on the go. And a social media call to action saw the Great British public express its desire to get its hands on the exclusive ensemble.
THE SUVET took UK media by storm, being covered by The Guardian, The Metro, The Sun, Mail Online, Stylist, Cosmopolitan, TimeOut, Lad Bible and over 10 national and regional radio stations before hitting TV screens with presenters and guests on ITV’s ‘Loose Women’ and Five’s ‘The Saturday Show’ snuggling in the suit.
By the end of week one, THE SUVET appeared on Buzzfeed and then went global across international broadcast media including NBC, Good Morning America, Fox News and ABC News resulting in 79 pieces of coverage across print, online and broadcast media.
There were over 91,000 organic YouTube views of the official video on the Jurys Inn channel, as well as more than 14,000 social media engagements and #JurysInnSuvet trended on Twitter in the UK. A limited run of SUVETs are being considered for being put into production, due to overwhelming public demand…