CHEVY CHASE, MD: The Ritz-Carlton has tasked J Public Relations with handling media and influencer relations for 12 of its properties in its Eastern Region.
It brought on J PR last year after a review, explained Allison Sitch, VP of global PR for The Ritz-Carlton, a Marriott company.
The firm will be responsible for 12 locations in New York, New Orleans, Florida, Philadelphia, and Virginia. It is the first agency to have responsibility for communications for this group of properties.
"We have never been a company that uses a vast number of PR agencies around the world, simply because we’re a little protective in terms of positioning, but with the growth of our hotels, there has been a need to review the partners we work with," said Sitch.
She added that some locations worked with local PR firms in the past, but the chain decided it wanted one agency to support the brand’s unified mission.
While J PR will work with the properties on some integrated efforts, agency partner and owner Sarah Evans said her firm will also help each location develop specific goals for their markets.
She added that The Ritz-Carlton account team, comprised of seven staffers, has visited each of the 12 properties to get a better understanding of their cultures. In addition to handling media relations and influencer programs, she said the firm will work with the hotels to form strategic partnerships throughout this year.
"We’re a brand that’s steeped in history, but we have very relevant product and service offering today, so the agency’s priority is to continue to attribute the value proposition of this brand as being the best in the world at creating memories for consumers," said Sitch.
The initial contract is for one year. Budget information was not disclosed.