FOUR students at Huddersfield University were thinking inside the box – when they were asked to produce a launch campaign for the opening of a new hotel.
Laura Johnson, Martin Tighe, Jenny Piggott and Laura Milton, who run student-led agency Touch Advertising, came up with the winning concept for the launch of the new Premier Inn, which has opened alongside The Aspley restaurant in Huddersfield.
The students opted to set up their own company during an enterprise placement year instead of spending their time in industry.
“At the end of our second year of studying we all knew we wanted to do a placement year and so decided we would look into setting up our own company,” said Jenny. “I’d worked in advertising agencies before and was desperate to actually do it for myself.”
To generate interest in the new hotel among local people, the team placed a large wooden crate containing a bed in the Kingsgate Centre with the words “Just Arrived” stencilled on the outside.
The crate was put in place after all the shops were closed, so on arrival to the centre the following morning shoppers were greeted with a mysterious new arrival.
“We wanted people’s curiosity to get the better of them so they would go and have a look through the holes in the crate,” said Jenny.
“We left the box there for a week, and it was great to see so many different people wandering past and then stopping to go and have a look inside.”
The crate exterior was taken away a week later to reveal a bed, which was then set up in the style of a Premier Inn bedroom. The crate is just one of several ideas from Touch Advertising that will help to launch the hotel.
A spokesman for Premier Inn said: “Working with Touch Advertising on this project has been really exciting..
“Working with the university has benefited the students on the project by giving them some real, practical work experience and has also strengthened our ties with the student community whose family and friends may be our future guests.”
Said Jenny: “We want to keep Touch Advertising going when we return to complete our degrees in September. Hopefully, friends graduating this year or placement students stepping in will help keep it running.”