Borkowski will seed key spokespeople for comment and interviews, as well as providing a proactive press office to seize media opportunities throughout the year.
The discount hotels site handed the agency a year-long account. Although LateRooms.com met several agencies, it did not call a formal pitch. The agency will report to head of marketing Jessica Reading.
Mischief PR previously held the account.
LateRooms.com is based in Manchester and has been running since 1999. It has been owned by TUI Travel since December 2006.