LXR Resorts Picks The Zimmerman Agency | Adweek LXR Resorts Picks The Zimmerman Agency | Adweek
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LXR Resorts Picks The Zimmerman Agency

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DALLAS LXR Luxury Resorts, a premium hotel operator that spun off from the Wyndham International chain, has hired The Zimmerman Agency following a review.

The estimated $10 million account was previously handled by multiple agencies. The other finalists in the review included Dentsu, Laird & Partners and Chowder.

LXR operates hotels, resorts, marinas and spas owned by affiliates of Blackstone Real Estate Advisors.

"LXR is aggressive, smart and well positioned as the owner of an amazing portfolio of hotels and resorts," said Curtis Zimmerman, president of the Tallahassee, Fla.-based shop.

LXR was launched one year ago, when Blackstone carved out the luxury properties from the Wyndham International hotel chain the investment firm acquired two months earlier for $3.2 billion. Both Blackstone and LXR are based in New York.

Among the 23 LXR properties are the Boca Raton Resort and Club in Boca Raton, Fla., The Boulders Resort in Carefree, Ariz., The Peaks in Telluride, Colo., Bel Age in Los Angeles and the Park Shore Waikiki in Honolulu.

Adding LXR to the agency's clientele brings annual billings to more than $100 million and expands its portfolio of travel-related accounts, Zimmerman said.

The agency represents the British Virgin Islands Tourist Board, Club Med, the Claremont Resort & Spa in San Francisco, the Emerald Coast, Florida's Space Coast, the Ritz-Carlton Lodge at Reynold's Plantation, Sea Pines Resort on Hilton Head Island and North Carolina's Crystal Coast, among others.

"The Zimmerman Agency has the strategic and creative depth to match the extraordinary level of the properties we own," said John Tolbert, president of marketing for LXR.

Blackstone expects to invest more than $400 million in the LXR hotels over the next several years, the company said. After acquiring London's Savoy Group in the 1990s, Blackstone renovated landmark hotels such as Claridge's, The Savoy, The Berkeley and The Connaught.