BJL, which specialises in travel, leisure and tourism, has been brought on-board to help change perceptions of the Marriott brand and "reposition its premium offering among a new generation of leisure travellers".
Marriott International's brand PR agency, Contagious, will be unaffected by the appointment.
BJL will manage all regional press office activity and specific campaign support. It will also develop a framework to boost local PR, which will be rolled out across all Marriott-branded properties and a social media strategy across the Hotel & Country Club network.
Rebecca Hardy, group account director at BJL, said: "We’re hugely proud and excited to have earned the opportunity to work with such a well-known and highly respected brand as Marriott. We look forward to implementing our plans and working with the individual hotels to offer a consolidated PR approach."
Katie Cox, field marketing director at Marriott Hotels, added: "BJL was able to demonstrate a clear understanding of our brand, our challenges and our key target markets, as well as outlining a clear and creative approach to audience engagement. We’re delighted to bring it on board and are looking forward to benefiting from its strategic thinking and enthusiasm."