Initially the agency, backed by Luchford APM founder Kelly Luchford, will work on the launch of the Norman Foster-designed ME London hotel on the Strand in September.
As part of a global consumer brief won following a seven-way pitch shoot-out, it will then work with the Melia Hotels International-owned company for six other launches in places including Dubai and Vienna.
Luchford said: ‘We’re taking them as a direct competitor to the W Hotels group. We’re really pushing the international side to this campaign – Asia is big on our hitlist, for example, as are Russia and India. We will have a solid presence during London Design Festival, with art and international design the backbone of our campaign.’
The agency will be led by Mary-Clare Gribbon, a senior director who was formerly at PRCo.
Among other clients are The Park Hotels, a design-led hotel company based in India, Ocean Sky private jets and The BodyHoliday.
Luchford, who has funded the venture, added: ‘I believe there is room in the marketplace for an agency with core skills within travel combined with lifestyle, design, online and business expertise. Our aim is to take a lean approach to business and to look at global collaborations bringing the wider luxury brands from Luchford APM into the mix.’