BRUSSELS--The Carlson Rezidor Hotel Group has called in social media support for its Park Inn by Radisson brand across Europe, the Middle East and Africa.

The group has selected UK firm Umpf to handle the assignment following a competitive review that included agencies from Brussels and London.

Park Inn by Radisson, which has recently opened hotels in Glasgow, Amsterdam, Lille and Budapest, is the group’s fast-growing, mid-market brand with 160 hotels open or under development across EMEA.

Umpf MD and founder Adrian Johnson heads a team of five who will report into Nico Tempelaere, EMEA social media director for Carlson Rezidor, who is based in the group’s European HQ in Brussels.

The Leeds-based agency will be responsible for a new social media strategy, community management, social stunts as well as wider campaigns for Park Inn by Radisson.

“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," said Tempelaere. “Our ambition is to replicate our physical development expansion in the digital space and we have appointed Umpf to work with the team in Brussels to take our social offering to the next level."

Johnson added: "The brand has great potential in the social space and we have created some exciting campaigns across a range of social channels which will bring the brand’s personality to life.”

In late 2012, Park Inn by Radisson launched a new 'competitive concept' that aims to retain Generation X guests, while attract and nurturing a growing Generation Y clientele of Gen Y.