LONDON: Spanish hotels group Meliá Hotels International has brought on travel PR agency Luca as it consolidates its global comms work.
The group handed Luca a newly created brief following a pitch, marking a shift away from its previous method of bringing in agencies for project work.
Luca will handle PR in most of the 30 countries in which the company operates. The account is believed to be valued in the mid six figures.
The agency will manage PR for the group's premium hotel brands Grand Meliá, Paradisus, and ME. It will also handle reactive press office work for the rest of the Meliá portfolio, including Sol Hotels and Club Meliá.
Luca backer Kelly Luchford, who is also the founder of property, lifestyle, and travel PR agency Luchford APM, said the restructuring was part of a bid by Meliá to firm up its consumer positioning.
“Meliá made the decision that it wanted the global work to be more consolidated,” she said. “It is experiencing massive growth, and wanted someone who could help police comms as it starts up in new countries.”
The Spanish company's VP for development, Maria Zarraluqui, recently revealed that the Americas and Asia would be key areas for growth.
Luca will report to Tony Cortizas, who was recently promoted to VP of marketing for all Meliá brands.
US work, which is covered by DKC, and corporate work in Spain, which is handled in-house by VP of corporate comms Maria Umbert, will not be affected. However, Luca has also won the non-corporate PR work in Spain from Ogilvy Public Relations
Last year, Luca won a brief to promote hotel launches by the ME brand.
This article originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.