'Co-living' hotel hires The Honey Partnership to build global PR support

The Honey Partnership has been handed a b2b and consumer PR brief - and a remit of hiring a range of further agencies - by hybrid work-life accommodation provider The Student Hotel.

The Student Hotel has accommodation in The Netherlands, Spain and France
The Student Hotel has accommodation in The Netherlands, Spain and France

The group - which describes itself as a "pioneer of high-quality co-living and co-working where students, leisure and business travellers connect and inspire each other" - has more than 2,000 rooms across eight 'co-living' properties across continental Europe, of which six are in the Netherlands. Three more are in the pipeline.

Honey, which is The Student Hotel's first agency, has also been tasked with building and managing an international network of agencies. 

Mark Terry-Lush, co-founder and managing director of The Honey Partnership, told PRWeek that the network would be launched following the introduction of its co-living accommodation in Italy and Germany next year.

"In each market we are looking for a mix [of companies] that can handle everything from b2b acquisition announcements to lifestyle agencies for our hotel launches, plus corporate affairs and government relations," Terry-Lush said.

Working alongside the company's CMO Dylan Ingham, the agency will also create a centralised approach to messaging, new property launches, events, and seasonal and tactical campaigns.

The #HappyButts campaign, which launched this week, sees street artists swap pavements and walls for bicycle seat covers to share street art.

"The Student Hotel’s flagship property, Amsterdam City, kicks off the first #HappyButts campaign and will house a free Street Art Expo," said Terry-Lush.

Earlier this year, Honey was appointed by three Chinese tech brands - Hikvision, Arashi Vision and Skye Intelligence - to expand their global market presence and provide consultancy and engagement services. It also has Cubot, EMIE and Bestek on its roster.

Honey, which is the 313th largest agency globally, is headquartered in London and has offices in China, Hong Kong, the Middle East and America.

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