Born Social wins Premier Inn social remit

Premier Inn has appointed global social-first creative agency Born Social as its social agency of record after a three-way competitive pitch. The partnership will shape a long-term social strategy designed to strengthen the hotel chain’s cultural relevance and support its ambition to become one of Britain’s most loved hotel brands.

Born Social will define Premier Inn’s social territory, develop a strategic roadmap and deliver always-on content across creative, production, design and community management. The remit focuses on modernising the brand’s presence on social platforms and increasing its share of voice among key competitors.

Agency to embed brand in everyday social culture

The brief centres on making Premier Inn more visible to younger audiences by positioning the brand within daily social conversations. A core task will be shaping a distinctive and recognisable social idea informed by community behaviours. Born Social will also align social activity with Premier Inn’s broader brand reframing and forthcoming visual refresh, ensuring social channels play a central role in the next stage of development.

A new organic social direction will launch immediately, built around Premier Inn’s sleep-obsessed brand DNA. This will be followed by a consistent stream of monthly content and community management.

Louise Nickson, Group Marketing Director, Premier Inn: “We’re at an exciting moment of evolution, and we needed a partner who could help us translate our brand’s distinctiveness into a social presence that truly resonates. Born Social impressed us with their strategic clarity and their ability to define sleep as a strong, ownable and culturally led idea, perfect for Premier Inn. Their single-minded approach, deep understanding of social behaviours and collaborative way of working made them the perfect fit to join our wider agency group. We’re excited to bring a fresh chapter of Premier Inn to life together.”

Born Social to lead a social-first brand shift

A key priority for the agency will be developing creative direction informed by Premier Inn’s sleep-focused positioning and shaped by audience behaviour. Ben Tyson, CEO, Born Social: “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. We can’t wait to get started and help pass that love on to the next generation.”

Born Social will collaborate with Premier Inn’s retained creative, media and PR partners – Leo Burnett, OMD, LAW Creative and Golin – to ensure cohesion across the wider marketing ecosystem. The account was previously handled by The Social Shepherd.

www.premierinn.com

www.bornsocial.com

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