Arun Sudhaman 11 Mar 2012 // 12:00AM GMT
MEMPHIS, TN--Hotel giant Hilton Worldwide has extended its relationship with Edelman, selecting the firm to handle its Hampton brand after a competitive review.
Last year, the hotel group named Edelman as its global AOR, with the independent firm taking charge of around $3m worth of business, including its Waldorf Astoria and Conrad brands, and its relaunched HHonors loyalty program.
Edelman succeeded Cohn & Wolfe, which did not repitch its role on the account. Cohn & Wolfe also previously handled the Hampton brand, but resigned and stopped working on the business last year.
The Hampton pitch took place last month, for a brief estimated at up to $1m. Other Hilton brands are handled by Ketchum (Doubletree) and sister firm Emanate (Embassy Suites).
The Hampton brand covers Hampton Hotels, Hampton Inn, Hampton Inn & Suites, and Hampton by Hilton. The chain comprises more than 1,800 hotels, largely located in the US, but also in such countries as the UK, Canada, Costa Rica, Germany, India, Mexico and Turkey. The past two years has seen more than 150 new properties open, as Hampton eyes growth in emerging markets.
The brand describes its personality as ‘hamptonality unleashed’. The successful PR agency will be charged with “supporting branding perspectives” said a senior agency source involved in the review.
Hampton Hotels global PR brand PR manager John Walls declined to comment on the review.