Travelodge launched a new £25 million fully-integrated multimedia campaign this weekend.
The campaign, designed to showcase its modernised hotels, appeared during Britain’s Got Talent on Saturday night.
It will also run on commercial radio, outdoor advertising, and a comprehensive multimedia digital programme until the end of the year.
The campaign uses puppets – The Travelodgicals – to help communicate that Travelodge has changed.
The characters were created by Andy Gent, the creator behind Hollywood blockbusters such as Frankenweenie and Fantastic Mr Fox.
"These are characters that represent the little value seeker that lives inside each one of us – the part of you that loves finding great value for money," said the budget chain.
"The Travelodgicals are accompanied by their human counterpart; a range of different customers staying in a Travelodge hotel for various reasons."
Karen Broughton, Travelodge sales and marketing director, added: "Now that our £100 million modernisation programme is nearing completion, new king-size Travelodge Dreamer beds have been installed into all 38,000 UK rooms; it’s the perfect time to go out and shout that Travelodge has changed."
