Country Music

Agency: Golin
Client: Premier Inn

The crashing of waves on a Cornish beach, the sound of bees

buzzing around a Suffolk country garden, hedgehogs snuffling in a Midlands hedgerow... In a bid to help the nation rest easy and consider Premier Inn for their next countryside break, we launched the world’s first ‘country’ music radio station. Quite literally capturing the soothing sounds of the British countryside 24-hours a day. Hosted by ex-JLS musician turned farmer, JB Gill, the campaign smashed coverage and thousands tuned-in to chill out with the UK's most restful countryside classics, all contributing to a 24% increase in bookings year on year.