By Arun Sudhaman

MCLEAN, VA: Hilton Worldwide has selected Edelman to handle its global loyalty and multi-brand PR and social media activity, following a pitch that featured a number of international agencies.

Edelman will also handle PR for Hilton Worldwide’s luxury brands: Waldorf Astoria and Conrad Hotels & Resorts. The firm succeeds previous incumbent Cohn & Wolfe, which did not repitch its role on the account. It is understood that the business is worth approximately $3 million.

In a statement, Hilton global brands and services president Paul Brown confirmed the appointment to the Holmes Report.

The appointment comes as Hilton relaunches its Hilton HHonors loyalty programme, via a new corporate identity and $25 million marketing campaign - that attempts to focus on customer experiences, rather than loyalty points.

The HHonors campaign, created by Publicis New York, uses the tagline: “A world of experiences worth sharing.”