The 'Your Stay, Your Way with Jurys Inn' campaign, developed by London ad agency Elvis, is the first major advertising campaign for the Irish-based operator, who until now has focused on advertising online.
Poster ads will feature at railway stations in eight cities - London, Birmingham, Manchester, Liverpool, Leeds, Newcastle, Glasgow and Edinburgh, as well as on London Underground and Heathrow Express trains over the next month.
With three different tag lines, 'Jurys Inn warmly invite you to …… finish your presentation in your jim-jams', 'Jurys Inn warmly invite you to …… a cheeky lie-in before your city centre meeting' and 'Jurys Inn warmly invite you to …… sing in OUR shower, microphone as standard' featuring alongside room prices, the ads target business and leisure travellers who the company says will be looking for good value through an overnight stay.
Jurys Inn group marketing manager Suzanne Cannon said: "We actively work to secure customers who want a credible alternative to four star. We were delighted earlier this year to win the Business Traveller 2012 Award for Best Small or Independent Hotel Brand for the second time.
"The judges said 'Jurys Inn ticked all the boxes from the perspectives of both the buyer and traveller and represented excellent value for money and the overall quality and consistency of the product and the friendly and dedicated employees'. People vote with their feet and our new campaign aims to reach an audience who may not have considered us before."
Jurys Inn, which operates 24 hotels in the UK and 32 in total across Europe, has spent the last two years transforming its estate and repositioning its brand with business travellers, who may have been looking to book a budget hotel, but wanting more comfort, one of its main targets.