Built around a gang of cuddly but gruff-sounding teddy bears, the ads, by agency Mother, carried a tagline promising that customers would be able to sleep 'tight', ie. soundly. To make that a reality, Travelodge has upgraded beds and oiled door hinges, re-scheduled noisy deliveries and hired sleep wardens to patrol the corridors of its budget hotels. The ads aim to soften the chain's image, but the campaign never lets us forget that Travelodge is cheap. We're told rooms start at £19, suggesting that the 'tight' in 'sleep tight' might be an almost subliminal reference to being careful with money - which does no harm in the current economic climate.
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