How to access the single player campaign in Battlefield 3 on PC after previously playing on PS3

I've previously played BF3 on the PS3 and have recently switched to PC and purchased the Premium Edition.

I thought before I go online I'd spend a bit of time in the single player to adjust to the controls.

How do I launch the single player campaign on PC?

My understanding is that I should do it somewhere from the battlelog, but I can't see it anywhere.