Starwood Hotels & Resorts hires culture specialist John Doe to launch W London

Starwood Hotels & Resorts has hired John Doe to handle the consumer PR launch of W London, its first W branded hotel in the UK.

W London: hires agency for launch
W London: hires agency for launch

The hotel opens in the summer in Leicester Square. The agency has been handed a 12-month retainer, initially focusing on media relations for the pre-launch and launch of the hotel.

Starwood’s area director PR UK and Ireland Amalie Craig said that John Doe had also been asked to create partnerships with companies operating in the film, fashion, music, design and entertainment areas.

These include broader strategic alliances as well as persuading companies to hold relevant events inside the hotel.

The W brand was launched in the US ten years ago, but the company is now expanding into Europe. It is planning to open a hotel in Paris early next year, and will also open a hotel in Manchester in the next two years. Starwood has nine brands in total include Sheraton, Le Meridien and St Regis.
John Doe won the business following a competitive pitch. Separately, the agency has recently hired Sam Cunnington as account manager. She was previously at the Outside Organisation.

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