NEW YORK: Room Key, a hotel search engine owned by six of the largest international hospitality companies, has hired Porter Novelli as AOR.
Room Key did not conduct a formal review, but spoke with as many as five agencies about working with the brand. The search engine also works with fellow Omnicom Group firm Atmosphere Proximity, a digital and interactive shop.
Room Key was founded in January by Choice Hotels International, Hilton Worldwide, Hyatt Hotels, InterContintental Hotels Group, Marriott International, and Wyndham Hotel Group. Preferred Hotel Group joined the venture earlier this month.
Stephany Verstraete, CMO at Room Key, said Porter is a good fit for the brand because it showed the ability to quickly impact business and grow the scope of its work.
“We think it's really important to partner with the team that can not only work with us today, but also who will be there with us as we continue to expand our footprint,” she said.
The scope of PR work will include social media, influencer engagement, strategy, and analytics support to raise awareness of the brand.
Michael Goldberg, global CMO at Porter, said the firm is “helping to externalize the brand's message, helping to shape the consumer strategy and communications strategy,” and promoting the aspects that differentiate Room Key from competitors.
Room Key's internal marketing team consists of Verstraete and Laura Pitlik, senior director of brand communications, who will be the primary in-house contacts for the account.
“We are really looking forward to the insight they can provide us with and the social listening and analytics tools that they have,” Verstraete said.
Room Key worked with Sard Verbinnen on a contract basis for its January launch. Sard did not pitch for this account, but it did help the company identify potential partners.
The budget and length of the agreement were not disclosed.