TTL 'Rest Easy Stories'
A podcast with Sir Lenny Henry dedicated to helping the nation sleep soundly
ISSUE
We’re always looking for ways to help the nation rest easy, whether they’re staying with us in our hotels or at home wanting to get a good night’s sleep. And we’re not just talking about our Premier Inn Beds.
INSIGHT
From listening to comforting sleep sounds like raindrops or white noise, to sleeping in pitch black rooms or trying out the good old ‘counting sheep’, we’re always looking for ways and remedies to help us fall asleep. According to the National Sleep Foundation, 10-30% of adults worldwide experience insomnia symptoms with sleep-related issues often having significant implications for overall health and wellbeing. Life post-pandemic has also brought attention to sleep-related issues with people reporting disruptions to their sleep patterns due to stress, anxiety and changes in daily routines.
IDEA
As the experts in sleep, we created our very own guided sleep podcasts narrated by the dulcet tones of our very own Sir Lenny Henry. Purposefully sleep-inducing, Rest Easy Stories, dramatise our technology, expertise and craft that has gone into our new beds, bedding, rooms and bathroom products.
A mix of sleep meditation and informative product details, our aim was to balance the two worlds, communicating key information but in a creative way that was conversational and relatable for the listener. Sir Lenny’s soothing nature, the podcasts are slow paced with a rhythmic momentum that helps the listener drift off. To help elevate the specific themes, we added a soundscape behind the voiceover to help craft the sleepy, dreamy vibe.
IMPACT
Living on Spotify and other streaming platforms, they’re now widely accessible where we can entice new listeners through targeting them late at night on social, getting them away from their screens and off to sleep. Links can be found through our social campaign, website, email programme, radio ads and in-hotel digital screens.
