Park Inn by RadissonUmpf PR in Leeds has seen off agencies from London and Belgium to secure the social media activities of the Carlson Rezidor Hotel group’s Park Inn by Radisson brand across Europe, the Middle East and Africa.

Park Inn by Radisson, which was established in 2003 as a mid-market brand, has 160 hotels open or under development across the EMEA region. The company recently opened new hotels in  Glasgow, Amsterdam, Lille and Budapest.

The Umpf team will report into Nico Tempelaere, EMEA social media director for Carlson Rezidor, who is based in the group’s European headquarters in Brussels.

Tempelaere said: “This is an exciting year for the Park Inn by Radisson brand as we continue our fast expansion with a succession of new hotel openings.

“Our ambition is to replicate our physical development expansion in the digital space and we now wish to take our social offering to the next level.

“Having held pitches earlier this year with a number of different European agencies, we felt Umpf was the best party for us because of the team’s travel experience and it is also an award winning agency with a proven track record in producing creative and innovative social campaigns.”

Umpf founder Adrian Johnson said that the agency’s inclusion on the pitch list had come about through recommendation. He added that a team of five would be working on the account.

Johnson founded Umpf in 2009. He was previously a board member of Leeds PR agency Lucre.

Other Umpf clients include Belling, Stoves, GLORIOUS! Foods and Lec.