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Marriott has tapped independent agency Figliulo&Partners to help drive the expansion of its AC Hotels division.
The global branding and positioning assignment followed a review led by Joanne Davis Consulting, and this marks the first time Marriott has worked with the New York shop. There was no incumbent.
AC Hotels plans to add 22 properties this year to its existing 80 hotels, with locations in Boston and Cincinnati coming soon. The chain caters mainly to business clientele seeking "European amenities" and classic style at reasonable rates.
The client chose F&P because of its strategic and creative prowess and "commitment to innovation," said Dan Vinh, vice president of marketing, Lifestyle brands, at Marriott.
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