NEW YORK: Trendy hotelier Ian Schrager has created an in-house PR post to oversee a new roster of agencies.
NEW YORK: Trendy hotelier Ian Schrager has created an in-house PR
post to oversee a new roster of agencies.
Schrager told PRWeek that PR and marketing have become top priorities
in the hotly competitive hotel business.
’I’m looking for someone to coordinate these activities,’ he said.
’These days, marketing is a critically important tool for us. Building
a concept and taking it to market is half the battle.’ No timetable has
been set for the hiring of the PR coordinator.
As for his company’s slate of PR firms, Schrager has enlisted Full
Picture - recommended to him by Miramax PR chief Marcy Granata - to
work on the opening of The Henry Hudson Hotel and The Astor Place.
’Desiree (Gruber, head of Full Picture) has an appreciation of the
process and a grasp of what to do,’ he explained. ’PR is not about
hucksters and P.T. Barnum-types anymore.’
Additionally, Schrager has parted ways with Dan Klores Associates,
which repped Schrager properties in both Los Angeles (The Mondrian) and
New York (The Royalton). Rubenstein Associates, which handled Schrager
hotels in the late 1980s, replaces DKA.
’Dan is a brilliant strategist, but it was time to move on and go our
separate ways,’ Schrager said. DKA likely brushed off the loss, having
already been tapped as agency of record for W hotels.
Before formally getting the hotel business, Rubenstein had been
assisting Schrager during a court battle over a bar partnership with
Rande Gerber, Cindy Crawford’s husband.
Schrager has also ended his relationship with Lizzie Grubman/Peggy
Siegal, which had been working on the Mondrian’s Asia de Cuba