Diana Marszalek 01 Feb 2023 // 8:00PM GMT
NEW YORK — Boutique hotel brand citizenM has handed its US public relations business to W Communications.
CitizenM, which bills itself as offering affordable luxury, hired W following a five-agency competitive pitch. The company previously worked with Camron Global.
As CitizenM's US agency of record, W is tasked with supporting the Netherlands-based chain’s growing number of North American properties. The company currently has hotels in New York, Los Angeles, Miami Washington, Chicago, Seattle and San Francisco.
W will be responsible for brand-building campaigns, partnerships and media relations with the goal of driving awareness of the brand as it moves into new markets, such as Austin, Texas. The chain’s “affordable luxury” positioning and ESG work will be among the focuses.
"The experience that W has within the lifestyle, design and travel industry will be instrumental as we cement our presence in the United States, and we are thrilled to begin our work together,” said Katerina Wagner, citizenM’s global PR manager. Their creativity and expertise came through in an excellent pitch, but it was their genuine passion for citizenM and undeniable knowledge of who we are as a brand that landed them as our newest agency partner."
Since its launch in Amsterdam in 2008, citizenM’s portfolio has grown to 30 hotels in 18 cities across the world. Its newest hotel is in Miami.