NEW YORK: W Hotels Worldwide has retained Harrison & Shriftman (H&S) as its AOR. The choice comes as W Hotels plans to launch its first properties outside of the US this year, and to double in size beyond its current 19 properties in the next two years.
H&S will provide national and international media relations, branding strategy, and event coordination for chain of premium hotels. The agency handled the opening of the first W Residence, a condo-style hotel living complex, in Dallas last week. H&S will also be promoting the opening of hotels in Shanghai, Hong Kong, and Dubai, as well as several others across the US. According to Elizabeth Harrison, principal of H&S, the opening in Dallas will include a celebrity attended event that incorporates New York and Hollywood style with the sensibilities of the W brand.
“Harrison & Shriftman were very impressive. They have an excellent track record with some of the big lifestyle brands and they were very excited about the W,” said Jane Lehman, director of PR for W Hotels.
The company sent out an RFP for the one-year AOR contract. The RFP process took about a month and about four firms participated in the pitches. H&S worked previously with the W brand on the W South Beach. HL Group was the hotel’s previous AOR.