• by Fern Siegel , 89 minutes ago

Premier Inn, the U.K.’s largest hotel chain, has appointed creative agency Born Social as its social AOR.

The agency will be responsible for creative development, production, design and community management of the brand's social presence.

Premier has more than 800 hotels across the UK and beyond.

The brief is to bring the brand to the attention of younger audiences by embedding it in social culture, building out its existing presence online.

The creative will be grounded in Premier Inn’s “sleep-obsessed” focus. First work will launch immediately. Monthly content will follow.

Ben Tyson, CEO, Born Social, said: “Premier Inn is loved up and down the country, and now wants to cement its place in culture and build true community relevance. That’s where we do our best work. This win is a testament to the strength of our social-first approach and our team’s ability to bring brands closer to the communities they serve.”

Born Social will work closely with Premier Inn’s retained creative and media partners, Leo Burnett and OMD.

Louise Nickson, group marketing director, Premier Inn, added: “We’re at an exciting moment of evolution. Born Social impressed us with their strategic clarity and their ability to define sleep as a strong, ownable and culturally led idea.”

The agency's work has included Nando’s, Barclays, Guinness and Ford.

Premier Inn is owned by Whitbread, a major British hospitality company. It also runs Premier hotels in Europe and the Mideast, as well as various restaurant brands, such as Beefeater and Brewers Fayre.