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Indefatigable CHI & Partners wins Travelodge repitch

Johnny Hornby’s CHI & Partners must be the repitch kings of London. Last autumn the agency hung on to Argos in a big pitch (and produced a more than decent Christmas campaign shortly after) and now budget hotel chain Travelodge has decided to stay with the agency following another review.

CHI will handle a 15m TV campaign later this year.

Travelodge sales and marketing director Karen Broughton says: “We are delighted to reappoint CHI & Partners after a very competitive pitch process. We are well on our way to building a new Travelodge brand. With over 87 per cent of our rooms now upgraded, the next phase of our advertising campaign will focus on showcasing that Travelodge has changed.”

“Our investment in creating a new Travelodge has already had a great impact on our business. Our strong growth has made Travelodge the fastest-growing major UK hotel brand for like for like sales in 2014.”

CHI CEO Sarah Golding says: “We’re excited to embark on this next phase of our relationship with Travelodge. After creating its first TV campaign in four years last January, ‘Get Up and Go’, we’re very proud to be leading the charge in taking Travelodge to new heights, showcasing its unbeatable new offering and spearheading continued growth for the business with some equally unbeatable creative work.”

Glad they’re pals now. The other agencies involved might not be feeling quite so ebullient.

Repitch wizards they may be, but CHI knows another big test is coming when Dixons Carphone eventually calls a review of its £50m creative account. Carphone Warehouse was CHI’s founding client while Dixons moved its business from M&C Saatchi to AMV BBDO last year. Other big agencies are also likely to be involved.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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