Morgans Hotel Taps Firstborn For Digital Strategy, Content

Belano-hotel-Miami-AMorgans Hotel Group has tapped New York based digital creative agency Firstborn for digital strategy and content duties across its portfolio of hotel properties, the client and agency confirmed Monday.

As part of the new assignment Firstborn is also tasked with developing and re-launching the client’s global Web site. The new Web site is scheduled to launch this summer.

The selection came after a formal review that began in February. Other contenders were not disclosed, although a rep said the client talked to eight agencies across the U.S. as part of the review process. The client had handled much of its digital work in-house prior to the review. 

Firstborn is said to be the client’s first agency of record overseeing digital strategies across all platforms.

Morgans spent an estimated $578,000 on ads in 2012, about $57,000 of which was for digital display advertising, according to Kantar. The client’s spending on other digital channels, such as search and mobile, was not available.  

“With consumers relying heavily on mobile access to get inspired, find information and make travel decisions, Morgans Hotel Group’s goal in the digital space is to create an enhanced presence that will provide better service, anticipate guest needs and engage guests during every step of their stay,” stated Kim Walker, creative director and senior vice president of brand and marketing at the hotel group.

Morgans, which reported revenues of $190 million last year, promotes the unique experience provided to guests at its hotels. Earlier this year, the company launched a lifestyle blog call “Back of the House,” designed to keep guests updated on the “ever-changing cultural scene.”

Company management is currently embroiled in a dispute with a major shareholder, OTK Associates, which has proposed a separate slate of directors to run the company. Shareholders are scheduled to vote on the opposing slates at the company’s annual meeting now set for July.

Hotels in the Morgans portfolio include the Delano properties in Miami and Marrakech, the Mondrian hotels in Los Angeles, South Beach and New York, and the Hudson in New York, among others.

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