This report provides a detailed analysis of Travelodge's marketing and communication strategies. It begins by defining product and product orientations, discussing their advantages and disadvantages, and identifying the marketing orientation adopted by Travelodge. The report then examines legal and technological factors impacting Travelodge's business operations and consumer behavior, as well as internal environmental factors considered as strengths and weaknesses. The concept of positioning is explained, along with its importance in marketing strategy and a specific positioning strategy Travelodge could adopt. The report further describes Travelodge's product and service offerings, delivery processes, and physical environment. The second part of the report focuses on integrated marketing communications, discussing its benefits, promotion mix elements, channels used, and the key message in Travelodge's video campaign, including the target audience and use of the AIDA model. Finally, it suggests a method for collecting feedback on the video campaign's effectiveness. The report concludes with references to the sources used.