NEW YORK: Renaissance Hotels, a Marriott International brand, has selected Current Lifestyle Marketing as its AOR following a competitive review.
Current, which is part of Interpublic Group's Constituency Management Group, will help the hotel brand develop and implement communications programs for its 155 hotels in 35 countries.
Representatives from Renaissance were not immediately available for comment.
The agency will also collaborate with Renaissance's marketing partners, ad agency Anomaly and media shop MEC, and work on the brand's customer and experience-based platforms, Navigator and RLife LIVE.
Led by Current's New York office, the firm will help Renaissance tell its stories and increase brand awareness among consumers and media outlets, it said in a statement. Current SVP and travel practice lead Sara Joseph is managing the account.
Current, which began working on the account on January 6, went up against about 10 agencies in the first round of the RFP, said Joseph.
Renaissance previously worked with Alison Brod Public Relations. Representatives from Alison Brod were not immediately available for comment.
Joseph said the agency is focusing on engaging media about Renaissance's brand growth. She added that the hotel chain is planning to open a new location each month of this year.
It plans to build hotels in Cincinnati, Denver, Edmonton, Alberta; and Santiago, Chile, among other cities.
Joseph explained that the Renaissance brand platform is focused on the ideas of “discovery” and helping visitors make the most of their time. Its main target audience is business travelers, she added.
“As we continue to grow our travel practice, it's really exciting to bring on a global hotel brand, certainly a luxury brand like Renaissance Hotels,” she added.
The account will run for one year. Budget information was not disclosed.
Earlier this year, Marriott International's Courtyard by Marriott hotel brand selected Catalyst Public Relations as its AOR for consumer PR in the US. The global hotel corporation also works with Grey New York on PR for its Marriott Hotels & Resorts brand.
In September 2013, Clorox expanded its relationship with Current to include its Brita water-filter brand. The firm's other Clorox brands include Glad's Food Protection, Food Storage, and Trash and Black Bag sub-brands, as well as Green Works, Hidden Valley Ranch, Kingsford, Liquid-Plumr, Soy-Vay, and Brita.
This story was updated on February 18 with comment from Current.