Objective: Each week, Premier Inn sends newsletters to leisure and B2B customers, showcasing our latest offers and promotions. I collaborate with the ECRM team, copywriters, and developers to create engaging email heroes that drive conversions. For this campaign, I designed two versions: one for families, focusing on short-term stays (e.g., October half-term), and another for non-family leisure customers, highlighting the benefits of booking in advance for future trips.
Concept: Photography-based email heroes are all about balancing authenticity with design, showcasing real moments in diverse settings. However, typography-based heroes serve a different purpose: they get straight to the point and are often used for tactical campaigns with strong offers or big price points. The challenge here is ensuring the message is clear and impactful while maintaining strong brand presence. Whether we use photography or typography, the goal is always to create compelling visuals that drive bookings.