Marriott Taps Figliulo&Partners to Expand Its European-Style Business Hotels

First work for AC Hotels debuts in Q1

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.

F&P's first work for AC Hotels will break at the end of the first quarter across digital, print and out-of-home platforms. BMF Media handles buying. And AC Hotels also works with Ballantines PR and Amsterdam-based LikeFriends, which handles the company's website and social media.

The agency has been beefing up its travel and hospitality portfolio. In November, the shop added Carnival's Seabourn Cruise Line, and its first work for the ultra-luxury fleet will break in the second quarter. Earlier, F&P won the Virgin Atlantic business, introducing a campaign tagged "Business Is an Adventure."