Challenge

Bring Premier Inn's Rest Easy brand to life for its countryside locations, not just cities.

The Work

We launched resteasyradio.fm, the UK’s first ‘Country Music’ radio station broadcasting live countryside soundscapes from across the UK.

Radio host ex-JLS popstar-turned-farmer JB Gill recorded soothing sounds of the countryside all located within reach of a local Premier Inn, from the crashing of waves on a Cornish beach to the sound of bees buzzing around a Suffolk country garden.

Impact

The campaign drove direct links to booking and +300% increase in conversation around Premier Inn having ‘diverse locations’ close to ‘nature, and the countryside’ - changing perceptions of the hotel as a city-only location.