NEW YORK: Wyndham Hotel Group's Dream Hotels brand has selected John Doe US as its agency for global lifestyle PR, following a competitive pitch process.
The UK-headquartered agency, which entered the US market with a New York office in October, competed against three other agencies in the review, said Rana Reeves, founder and creative director of cultural communications at John Doe.
Representatives at Dream were not available for comment. The Brandman Agency previously worked on the account.
A team of five staffers at John Doe will handle lifestyle PR across all three of Dream's US properties: Dream Downtown in New York City's Meatpacking District, Dream New York in Midtown Manhattan, and Dream South Beach in Florida. Reeves added that the firm will develop content-based campaigns for the brand.
”Dream is an incredibly hot brand,” he explained, “and it's the sort of brand we love working with because it is willing to innovate, which is always important for us.”
While John Doe won't manage social media for Dream, it will include social media elements in its initiatives, said Reeves.
To build buzz around the brand, the agency will reach out to media outlets and bloggers in the lifestyle, luxury, fashion, and interior design sectors. Reeves said John Doe will also work on international outreach for Dream in Latin America and Europe.
Since Dream is a relatively well-known brand, Reeves said the focus isn't on raising awareness as much as continuing “brand maintenance.”
John Doe, which was founded in 2009, debuted in the US with coffee brand Illy Caffe as its launch client.