LONDON: Umpf has picked up social media duties for Park Inn hotels across Europe, the Middle East, and Africa as it seeks to increase the brand's appeal to younger travelers.
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.
“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,” said Tempelaere.
It is the first time the hotel chain has focused on social brand building for Park Inn across Europe and other regions. 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 in development across the region.
“The brand has great potential in the social space, and we have created some exciting campaigns across a range of social channels that will bring the brand's personality to life,” said Johnson.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.