Whitbread-owned Premier Inn, in partnership with its long-standing partner Great Ormond Street Hospital Children’s Charity (GOSH Charity), launches ‘Sign of the Season’, an inclusive Christmas carol to break down barriers, with a live performance in Covent Garden and calls for the UK to get involved before kicking off a nationwide doorstep tour.

‘Sign of the Season’ is a unique, multi-sensory Christmas carol that requires the use of Makaton, British Sign Language (BSL) and body percussion to perform. It is designed to help ensure that everyone is included in the magic of festive music with a carol that is as fun to perform as it is to watch. It will be toured by Some Voices Choir on doorsteps across the UK.

Dubbed ‘the Stomp of Christmas carols’, the multi-sensory carol – a mash up of festive favourites including Jingle Bells – is designed to be enjoyed by children treated at the world-famous hospital, as well as the wider community. It will be made available to the general public on Monday 6th December to learn as well as with the 30,000 strong Premier Inn and restaurants team members.
It aims to delight and inspire, bringing different people together through music this Christmas after long periods of necessary isolation have kept people across the UK away from friends and loved ones – and to raise money for the GOSH Charity annual Christmas appeal.
With a new report conducted by Premier Inn revealing that over 40% of Brits said Christmas songs raised their spirits, the ‘Sign of the Season’ carol has been rolled out across Britain, with performances coming to doorsteps near you throughout December and tutorials being made available to schools and the wider public from today. The public can download and donate here. For those that want to get involved in the fun, they can submit videos of their own performances to @Premierinn using the hashtag #PremierInnSignoftheSeason in the hopes of creating the UK biggest Christmas carol music video.
Further research showed festive music is key to Brits’ enjoyment of the season, with nearly a third saying that connecting with others with Christmas carols is the thing that they missed most last Christmas. This statistic highlights how important it is to ensure communities who are unable to experience the traditional carols are given the opportunity to do so as people begin to reconnect this season.
Inspirational talent from across the UK came together to create and perform the carol: from celebrity choreographer Sean Moon, who is currently working closely with Rose Ayling-Ellis on this year’s ‘Strictly Come Dancing’, children and young people who have been cared for at GOSH, recent Royal Variety performers Some Voices Choir, and the UK’s number-one sign-singer ‘Fletch’.

Premier Inn Managing Director Simon Ewins said: “We couldn’t be more delighted to team up with GOSH Charity for this extra-special Christmas carol. Research shows caroling was sorely missed last year so what better way to bring the sound of music back to life with a unique new song all can enjoy. We hope people across the UK will be inspired to give it a go and sing along with us all”.