Digitas Among Hotel Hopefuls

Digitas is among seven agencies vying for an estimated $20 million assignment from the Six Continents Hotels chain.

Based in London, Six Continents is seeking a shop to work on global relationship and direct marketing for efforts touting its Priority Club Worldwide offering.

Incumbent Draft in Chicago is defending against Boston-based Digitas, as well as Fallon, Minneapolis; Wunderman, New York; the Zimmerman Agency, Tallahassee, Fla.; Campbell-Ewald, Warren, Mich.; and BBDO’s office in Atlanta, sources said.

A Six Continents representative had previously confirmed the review but declined to identify contenders.

Presentations are set for this week, and a decision is expected in October. The client is conducting the review in-house without help from consultants.

Digitas already works for the international Starwoods Hotels & Resorts chain, which competes with Six Continents. A Digitas official declined comment on the potential conflict. Six Continents Hotels, formerly Bass Hotels & Resorts, operates or franchises more than 3,200 hotels in about 100 countries. Brands include Holiday Inn, Holiday Inn Express, Crowne Plaza and Inter-Continental. The chain offers nearly 500,000 rooms.