MCLEAN, VA: Hilton Worldwide has brought on MWW to handle its LGBT marketing and PR efforts across its portfolio of brands.
The agency is partnering with New Avenue Marketing for the LGBT work, which falls under Hilton’s multicultural marketing strategy, a company representative confirmed.
The hotel corporation declined to offer further information on the work with MWW or New Avenue.
Stephen Macias, MWW’s SVP and LGBT practice lead, said the agency was brought on for the assignment through a relationship with the brand rather than an RFP.
Five staffers are working on the account, he added.
MWW clients Paul Katami and Jeff Zarrillo, two plaintiffs in the federal lawsuit against California’s Proposition 8 ballot that banned gay marriage rights in the state, will celebrate their marriage on June 28 at The Beverly Hilton in Beverly Hills, CA. The event, which also marks the one-year anniversary of the Supreme Court overturning Prop 8, is being hosted by Hilton Hotels & Resorts.
Macias said the Hilton celebration is an example of "marrying a brand with advocates and champions."
In March, MWW acquired Macias’ firm, Macias Media Group, which focused on connecting clients with LGBT consumers. Later that month, Katami and Zarrillo hired MWW as their AOR.
Contract length and budget information was not disclosed.