Katie Melua / Premier Inn

Digital Strategy

Original Content

International Marketing

Brand activation, digital strategy, original content, international brand activation campaign for a leading international artist and Premier Inn.


Saari were briefed to help design and deliver a brand activation and strategy for an internationally acclaimed singer and songwriter, Katie Melua, alongside brand alignment and activation with Premier Inn.


Strategically amplified and repositioned the Premier Inn brand with an original content launch alongside a new rendition of a classic pop composition. Original new content included a music video launch and partnerships with Shazam and Great Ormond Street Children’s Charity. Strategic project management of all deliverables, including global communications and wider fashion PR.


Increased international awareness of Katie Melua with a wider distribution of the Premier Inn brand in the music space. Repositioning of and marketing the Premier Inn brand to a higher value customer. Ongoing engagement for both Premier Inn and Katie Melua through the positioning of online content. Over 10 million views online with a UK radio pick up for Wonderful Life.