Over half (52%) of UK adults are drawn to the peaceful sounds of nature. This insight sits at the heart of a new campaign for Premier Inn from Golin which aims to help consumers to rest. 

The campaign, which ties into Premier Inn’s brand proposition of ‘Rest easy, whatever the trip’ sees the hotel brand launch the world’s first ‘country’ music radio station, which captures the sounds of the countryside, rather than country music. 

The new station is fronted by JB Gill, who switched up his lifestyle from being part of boy band JLS, to becoming a farmer in Rural Kent. Gill has recorded a variety of creatures and ambient sounds of farm life for the mix, as well as helping announce shows on the station. 

An approach which offers stressed out consumers the opportunity to escape the chaos of the commute, or the stress of talk radio in the midst of seemingly endless political crises, without taking the leap of moving to the countryside. 

From the cost of living crisis to the mental health epidemic which has accompanied the covid crisis, the research points to the array of ways consumers are seeking to find that increasingly elusive moment of relaxation. The research revealed that 38% of consumers are willing to move house to the coast, while 27% would move to the countryside. 

Overall, music (37%) is the nation’s go to chillout audio with the sounds of nature coming a close second (29%). The campaign successfully combines these two insights in the Country Music Radio service. Broadcasting soothing sounds from across the UK on a dedicated 24-hour digital channel, the UK’s experts in resting easy are helping Brits to work, travel and rest better.

The playlist features what the research has revealed are the UK’s favourite restful sounds: rain pattering on cobbled streets, the crashing of waves on a Cornish beach, the sound of bees buzzing around an English country garden, the quiet mumble of a bustling hotel, and the gentle clink of breakfast cutlery. All of these distinct and specific sounds have been captured by a travelling team of roving audio recording professionals. 

Simon Ewins, Managing Director at Premier Inn, explained : “We can all relate to that feeling of being lulled into a state of relaxation when listening to distant crashing waves, or the sound of birds singing outside, so when our research revealed it was the sounds of nature that the nation was turning to for rest or focus, we were inspired to throw our hat in the radio ring.” 

A creative example of the opportunity for brands to provide consumers with space for calm in an age of chaos. 

To experience a slice of countryside calm you can listen online at resteasyradio.fm or via Alexa by asking “Alexa, play Premier Inn's Rest Easy Radio”