Premier Inn is already the top-rated hotel brand in the UK but wants to be the best loved one in the world: just the kind of mission we love. The only thing is, nobody visits a Premier Inn just to stay there; they're always going for another, bigger reason, whether that's an important business meeting, a sporting event, or a family occasion. So we created a suite of adverts to dramatise this humble truth, and remind people that, wherever you're going, Premier Inn is "A great place to start".