The agency was handed the brief after a Europe-wide pitch run by brand owner the Carlson Rezidor Hotel Group.
Umpf will create and implement a social strategy encompassing community management and social stunts as well as wider campaigns across multiple social media channels.
Umpf MD and founder Adrian Johnson will lead a five-strong team reporting to Carlson Rezidor EMEA social media director Nico Tempelaere.
Tempelaere said: ‘Our ambition is to replicate our physical expansion in the digital space and we have appointed Umpf to work with the team in Brussels to take our social offering to the next level.’
It is the first time the hotel chain has focused on social brand building for Park Inn across Europe and other reg-ions. Park Inn’s current social activity is handled in the UK by FTI Consulting as part of its corporate PR brief across the Carlson Rezidor Hotel Group, and by individual hotels.
It has 160 hotels open or under development across the region.
Johnson said: ‘The brand has great potential in the social space and we have created some exciting campaigns across a range of social channels which will bring the brand’s personality to life.’