If you live in the UK, you’ll know the purple phenomena which is Premier Inn, advertised by that jolly Lenny Henry. (He’s a very tall chap. I wonder if they have a special bed for him when he stays?)
They actually do well at providing a reasonably good and consistent hotel product, something which the UK has long been lacking. Remember we’re talking about the country where you could end up in an antique hotel complete with rattly plumbing, school-canteen food, and that epitome of UK hotel kitsch, the Corby Trouser Press.
However, the warm, fuzzy, “I know what I’m getting”, brand consistency which comes with Premier Inn, also comes at a cost: There’s a marketing department back at Premier Inn Central in Dunstable, which feels the need to use lots of adjectives. Fairly standard marketing practice, but it’s almost like it’s there for the sake of it, and often downright odd.
My current cringe-worthy favourite is from their “grab and go” breakfast, or whatever it is they call it. It stood out as being odd when I first saw the flowery prose, talking about grabbing:
“A Costa Coffee and a baked croissant“…
The first thought that came into my mind was “Baked as opposed to what?”
Poached? Steamed? Deep-fat fried? The mind boggles.
Some copywriter in the marketing department just had to put in an adjective.
Yes, it made me pay attention to their “baked croissant”, so maybe it worked, but it’s just bloody weird when you read it.