Following a three way pitch, luxury hospitality brand, Preferred Hotel Group, has appointed travel and lifestyle agency Siren Communications.
The agency will work with the hotel group on a project that will re-introduce the brand, and its luxury portfolio of more than 650 independent hotels, destination resorts, and serviced residences in 85 countries, to both media and consumers.
The brief includes working with Preferred Hotel Group’s international PR teams and agencies to generate a greater awareness of the company’s diverse offering among travel consumers.
The team will be coordinating a series of events to communicate key messages and bring the brand to life.
Terri McCollin, senior manager, public relations, EMEA. Preferred Hotel Group, explained: “The Siren Communications team demonstrated a clear understanding of our brand and approached our objectives in a refreshing manner.
“We were impressed with their creativity and flexibility towards a comprehensive brief.
“It is an exciting time for our business and this project will set the platform for our future communications approach.”
Preferred Hotel Group encompasses over 650 of the world’s finest hotels and resorts.
The business provides strategic group, corporate and leisure sales, comprehensive revenue management, global connectivity via reservations services, distribution technology and individual guest support to members.
With over 1.3 million loyal guests worldwide, Preferred Hotel Group also offers the iPrefer guest loyalty programme.
The account will be led by Siren Communications account director Claire Winsor.
She added: “Preferred Hotel Group is a wonderful addition to our portfolio and a great start to 2015.
“With an excellent in-house team, Preferred Hotel Group is a fantastic partnership for Siren Communications.
“We look forward to working with them to achieve strong results and commercial success for the company.”