How do you persuade British holidaymakers to stop taking foreign holidays and spend their breaks in Blighty?

We helped Premier Inn do just that by focusing on a range of fantastic UK activities close to eleven key hotel locations, and commissioning Great British Stories around each pursuit.

Each town has more than a few local legends. 'Characters' with funny, adventurous - and occasionally underwhelming - stories to tell. We collected these stories, animated and shared them.

Our Great British Stories found their way to bloggers, social networks, local publications and - crucially - Premier Inn guests.

Shrewsbury

Exeter

Lincoln

Each story was a mini love letter to that location. By sharing them we encouraged families to embark on memorable holidays in the UK, creating their own Great British Stories.