W Communications has been appointed by citizenM as its U.S. agency of record. The appointment follows a 5-way competitive pitch to support its current and growing North American real estate portfolio which includes hotels in New York, Los Angeles, Miami, Washington D.C, Chicago, Boston, Seattle and San Francisco.

Calling on W’s award-winning creative expertise and extensive experience within the travel and lifestyle space, the team will drive exposure for the brand, as well as its expansion plans into new markets including Austin, Texas. Driving awareness for its pioneering ‘affordable luxury’ positioning and impressive ESG credentials, W will implement creative brand-building campaigns, partnerships and oversee all media relations.

W’s U.S. hub located in New York is an extension of its growing Global network and takes its award-winning creative commerce approach to help both launch and consult for brands as they scale globally, with the U.S. being a focal export for many. The team’s award-winning work with travel companies such as British Airways continues to bolster its reputation as a leading PR agency in the US market.

Katerina Wagner, Global PR Manager at citizenM, said: "The experience that W has within the lifestyle, design and travel industry will be instrumental as we cement our presence in the United States, and we are thrilled to begin our work together. Their creativity and expertise came through in an excellent pitch, but it was their genuine passion for citizenM and undeniable knowledge of who we are as a brand that landed them as our newest agency partner."

Gemma Mc Aloon, SVP for W North America said: “Having worked in the travel industry for over a decade, the way that citizenM has mastered what modern travelers, including myself, are in search of is not only refreshing but increasingly necessary in today’s world. ​​We’re inspired by their commitment to social impact. Like citizenM, we share these values and agree actions speak louder than words. We are thrilled to have a part in sharing their story and inviting global travelers to check in at citizenM.”

citizenM, which was launched in 2008, set out to disrupt the traditional, stale hotel industry, creating a new style of accommodations for today’s frequent travelers. Rattan Chadha, citizenM’s founder, was committed to providing ‘affordable luxury for the people,’ promising high-tech amenities, friendly and genuine service, comfortable guest rooms, and eye-catching art at every property. Since then, citizenM’s portfolio has grown to 30 hotels in 18 exciting, urban cities across the world – including its most recent opening in Miami Worldcenter.