Meliá Hotels International has appointed Luca by Luchford APM to lead the global strategy for the portfolio of over 350 hotels, in 35 countries, in a more consolidated PR campaign as it seeks to elevate the brand.

Luca by Luchford APM will continue to manage the ME by Meliá portfolio, the luxury lifestyle brand, which, further to launching the flagship property ME London on March 1st 2013, has more exciting plans in store, to be announced later this year.

The team will also handle the global communications for the other premium brands, Gran Meliá and Paradisus, as well as running rotating projects on the other Meliá Hotels International collections: Meliá Hotels & Resorts and INNSIDE.

In addition, the team will assist the corporate office in raising the profiles of key spokespeople, notably Gabriel Escarrer, vice chairman, Meliá Hotels International.

Meliá Hotels was founded in 1956 in Palma de Mallorca.

In 2011, the family company founded by Gabriel Escarrer Julia, which operated under the name ‘Sol Meliá’ for decades, began a new stage in its development under the brand name Meliá Hotels International to reflect the expanded and more upscale portfolio.

Tony Cortizas, vice president, marketing brand strategy, Meliá Hotels International, commented: “I look forward to working further with the LUCA team to communicate best stories from Meliá Hotels International as the portfolio continues to grow and evolve. 

“The company is enjoying year on year increases in profitability and has an aggressive expansion strategy so now is the time for a more consolidated approach to its PR strategy.”