The move comes following the acquisition of Premier Lodge by Whitbread, which already owned Travel Inn. The chains are being merged to form Premier Travel Inn, with all 450 hotels being revamped as part of a major rebranding initiative.
Heresy is charged with developing advertising launch plans for the new brand, with the aim of building on the chain's position in the value hotel sector.
Gill Baker, sales and marketing director at Premier Travel Inn, said: "After completing the acquisition of Premier Lodge and rebranding all our hotels as Premier Travel Inn, we will be looking to firmly establish ourselves in consumers minds as the first choice in the value hotel sector."
Heresy is the advertising and direct marketing arm of Chime Communications, created by 2001.
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