Loews Hotels is naming mono as its creative AOR for its three brands: Loews Hotels and Resorts, Loews Regency, and the OE Collection, which launched last year.
The creative review started with 12 agencies,and was eventually pared down to four. Informed of the win last week, mono will begin working immediately.
Loews Hotels partnership with incumbent Catch New York ended in May.
Minneapolis-based mono will help Loews Hotels create a multi-channel integrated campaign for all three brands, build brand equity, drive sales, and strengthen customer retention and loyalty.
The first work under this new partnership will debut in the second quarter of 2017.
Loews Hotels and Resorts spent $2.98 million on advertising during the first six months of 2016, down from $5.58 million year-over-year. Loews Regency spent $146,000 on advertising between January and June 2016, down from $2.1 million during the same time period in 2015, according to Kantar Media.
Loews has been active in experimenting with non-traditional advertising. Three years ago, Loews was the first major hotel chain to allow visitors to book rooms using Twitter. And it used social media images from its guests over professional photos during a recent ad campaign.
Loews worked with Avidan Strategies to manage the review, and brought in a mix of creative agencies, focusing mainly on those with strong track records of reinventing legacy brands.