LOS ANGELES: The Los Angeles office of Cohn & Wolfe has been named AOR for the Beverly Hilton, best known for hosting The Golden Globe Awards.
The six-figure account was won after a competitive RFP that involved four other agencies, according to Beverly Hilton's director of communications Brian O'Connor.
"I wouldn't be giving out any secrets to say the hotel ran its course in the past couple of years," said O'Connor. "One of the initial tasks for Cohn & Wolfe is to help us reposition the hotel in our marketplace. This is a whole new brand position for us."
The hotel, an aging icon of Hollywood that will celebrate its 50th anniversary in 2005, is undergoing a $60 million renovation. When finished, rooms will feature amenities including flat-screen televisions and imported Italian linens, and the property will be positioned to compete with luxury brands.
"This is a milestone year for the new Beverly Hilton and an exhilarating time to become a part of the hotel's legacy," said Patricia Godefroy, president of Cohn & Wolfe's Los Angeles office.