The ad campaign, developed by Euro RSCG London, has been created around the new "Dreamscape" identity to feature in a national press and outdoor campaign breaking this week.
Four different print executions have been designed and feature: a family of four sleeping in one bed; an office worker sleeping under his desk; going home on the night bus after a fancy dress party; and getting up at 4am to get to an early meeting or catch a flight.
The print and poster ads use the strapline "Next time, be sleepwise" and will feature at 500 railway stations throughout the UK, colour half-sheets in all broadsheet newspapers and 96 high-profile locations throughout the UK.
The campaign is promoting its online rate of £26 a night with a radio ad using the voices of Anna Chancellor of 'Four Weddings and a Funeral' and 'Pride and Prejudice', Gabrielle Glaister, who starred in 'Black Adder' and 'Brookside', and George Irving, who stars in 'Holby City'.
Alistair Buckle, director of brand marketing, said: "Our new UK ad campaign brings to life the philosophy behind our new brand identity and the 'Be Sleepwise' headline helps communicate our key messages of Travelodge being the smart choice, through offering comfortable rooms and a warm welcome from £26 per night."
The 30-second ads will air on Virgin, LBC, Jazz Fm and Magic FM and online ads have been developed on travel sites such as Travelmaster and Multimap.
The Travelodge has been revamped with the new branding and has been updated to include a new shopping basket function to make it easier for customers to book online.
The campaign follows rival budget chain Premier Travel Inn launching a £3m animated TV campaign and revamped website.
Travelodge, which has 260 locations throughout the UK has spent over £20m on the UK hotel estate over the last two years, with a further £20m earmarked for brand rollout and ad support over the next two years.
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