• by Larissa Faw , January 14, 2016

Marriott's new hotel chain AC Hotels is naming Figliulo & Partners (F&P) as its global agency of record, following a competitive review.  

F&P will handle all positioning and branding responsibilities for the “upper-moderate-tier, design-led lifestyle brand," which is designed to appeal to millennial travelers with modern amenities and urban placement. 

The agency’s first work for AC Hotels by Marriott is anticipated to launch this winter across a variety of lifestyle and business outlets, including print, out-of-home, video, digital, social and mobile. The concept is likely to focus on its unique design format and value proposition. 

AC Hotels has been an unexpected bright spot for the hotel chain since it acquired the brand a few years ago. It  wanted to expand, specifically in Spain, where Marriott was relatively weak. Since then, Marriott has seen the chain grow substantially internationally as travelers have embraced it over more traditional full-service formats. 

The brand currently has more than 80 hotels in Spain, Italy, Portugal, Denmark, Turkey, France and the United States. It is expected to introduce more than 50 hotels within the next three years, including 22 this year, throughout the U.S., Canada and Latin America.