Indie agency Joan has been named agency of record for Virgin Hotels.
The hotel chain, which was created by Richard Branson’s Virgin Group, currently has locations in Chicago, San Francisco and Dallas. Plans for openings in New York, New Orleans and Nashville are currently in the works.
According to Joan, it will lead the brand’s strategic and creative platforms. It will also produce video, audio, design, experiential and digital creative assets for both the brand and local locations.
Joan said it was one of several agencies that participated in a competitive pitch for the account. The agency’s first work for Virgin Hotels will launch in the second quarter of this year.
“There’s nothing better than working with a client that shares the exact same ethos as we do,” Joan co-founder and CEO Lisa Clunie said. “Virgin Hotels is fun, fearless and counter cultural. That type of brand belongs at Joan. We can’t wait to get started.”
Virgin Hotels spent $190,000 on measured media in the U.S. between January and September of last year, according to Kantar.
Other recent wins for Joan include Keds and Safe Auto. Earlier this year, Joan released its first work for SafeAuto.