Fundamento already handles the account of the InterContinental Sao Paulo, one of the group's top hotels in the country. The agency will now provide PR services for the entire chain, comprising five whole-ownjed and eight franchise hotels, operating under four brands.
'Each brand and, in some case, individual hotels of the group, used to have a separate agency. The company decided to concentrate the PR effort under one single agency," said Fundamento's president Marta Dourado.
The agency was appointed without a formal pitch, on the basis of its consistent work record with the group, according to Dourado.
Fundamento, based in Sao Paulo, has established partnerships with agencies SPS
(in Rio) and Zuk (in Salvador), in order to fulfill the new account's demands. Account director Adriana Panzini will coordinate the new account out of Fundamento's Sao Paulo office. She will have a team of four staffers in Sao Paulo, plus the support of the two partner agencies.
The agencies will provide media relations and will implement specific PR
strategies for travel agents and operators, Dourado said.
IHG entered the Brazilian market in 1954, where it now operates with the InterContinental, Holiday Inn, Staybridge and Crowne Plaza brands. IHG has more than 3,500 owned, leased, managed and franchised hotels in nearly 100 countries and territories across the world.
Fundamento was founded 15 years ago and has the Brazilian accounts of Nokia,
Unilever and Mars Inc. It has an operational agreement with Chandler Chicco Agency.