LONDON — One of Europe's largest hotel companies has assigned EMEA PR duties to Ogilvy PR, as it steps up growth plans across the region.

The Rezidor Hotel Group — one of the five largest hotel companies in EMEA thanks to such brands as Radisson Blu and Park Inn by Radisson — has charged Ogilvy PR with working across corporate communications, brand, marketing, and employee engagement.

Rezidor's global PR duties were previously handled by Burson-Marsteller, which won the business two years ago. Ogilvy secures the assignment following a competitive review.

Ogilvy PR will report to Rezidor corporate communications, PR and reputation management VP Renu Hanegreefs-Snehi. The firm will focus on driving an integrated communication strategy across all media channels.

Ogilvy takes on the brief after successfully supporting the launch of the first Radisson Red hotel in Brussels via the #LiveBrussels campaign, said EVP and chief commercial officer Eric De Neef.

"Rezidor recognizes that a powerful reputation strategy needs to be built through a strong corporate purpose, meaningful brand values focusing on delighting customers and a personalized employee value proposition," said De Neef.

"Effective communication touches all aspects of our business, all our markets and all departments, thus we needed an agency partner that would understand the dynamics of the incredibly fast-paced hospitality industry and help us deliver on our immediate business needs, but also be motivated by driving our long term ambitions forward."

Rezidor operates core brands Radisson Blu and Park Inn by Radisson in Europe in EMEA, along with the Club Carlson loyalty programme for frequent hotel guests. In early 2014 and together with parent company Carlson Rezidor Hotel Group, the company launched new brands Radisson Red and Quorvus Collection.