Pioneers in experience-led public relations, BMF announced the latest addition to its growing Earned practice, Loews Hotels & Co. Appointed as Public Relations Agency of Record, BMF will serve as a strategic communications partner in bolstering the branded owner and operator’s ‘Welcoming you like Family’ messaging, alongside other brand-wide initiatives. Rooted in the insight that human engagement is the new luxury, the Loews brand is centered around their people, who do everything they can to welcome each guest and make them feel comfortable – like family – across its portfolio of 26 hotels and resorts in the U.S. and Canada.
BMF is also being tapped to help smartly evolve Loews Hotels’ industry-leading branded programs including Loews Loves Families and Flavor by Loews Hotels, launch a new dedicated focus around weddings and group offerings, and more in the year ahead.
“We are energized by the opportunity to support like-minded brands and Loews Hotels & Co. has always stood out to us as a company that believes in the power of human connection,” says BMF Founding Partner and CEO, Bruce Starr. “The core of the BMF ethos is humanizing connections and creating moments that are made to inspire. We are thrilled to bring our unique brand of experience-led PR to Loews and help the brand shine through smart programming, partnerships, and strategic, results-driven media relations.”
Shaped by the vision of travel PR industry veteran Ty Bentsen, BMF’s Earned practice has been reimagined with a focus on amplifying client’s unique selling points through smart, headline-grabbing signature programming, partnerships, and out-of-the-box PR tactics designed to elevate clients above the noise, create meaningful experiences for travelers, and generate meaningful, ROI-driven headlines. Tapping into BMF’s legacy of strategizing and executing some of the most talked-about experiential activations – ranging from Gucci Beauty’s first consumer pop-up and the multi-sensory playground created to mark Marriott International’s historic acquisition of Starwood to the unique press + influencer experience BMF curated to celebrate Canada’s 150th anniversary with Air Canada and Fairmont Hotels & Resorts – the company’s Earned practice gleans this expertise to deliver on its experience-led PR proposition, which caught the attention of Loews Hotels & Co.
“It’s time for Loews to be even more deliberate, as we focus on evolving and expanding upon our brand offerings and experiences,” said Sarah Murov, Senior Vice President Brand & Communications. “Tapping BMF as our agency partner in raising awareness and garnering earned media, is going to allow us to be creative, disruptive, and proactive with both consumer and industry audiences.”
Boasting a mix of branded Loews Hotels and branded collaboration hotels, Loews Hotels & Co owns and/or operates properties in city centers including New York, Los Angeles, Chicago, Atlanta, Nashville, and Boston and resort destinations including Miami Beach, Orlando, Tucson, and Coronado Bay, California. Known for delivering thoughtfully unscripted service and locally handcrafted experiences, the brand is set to expand its family of branded Loews Hotels with the addition of Loews Coral Gables (opening in Q4 2022) and Loews Arlington (opening in Q1 2024).
About Loews Hotels & Co
Headquartered in New York City, Loews Hotels & Co is rooted in deep heritage and excellence in service. The hospitality company encompasses branded independent Loews Hotels, and a solid mix of partner-brand hotels. Loews Hotels & Co owns and/or operates 26 hotels and resorts across the U.S. and Canada, including the Loews Kansas City and Universal’s Endless Summer Resort – Dockside Inn and Suites, the eighth hotel in partnership with Comcast NBC Universal. Located in major city centers and resort destinations from coast to coast, the Loews Hotels portfolio features properties grounded in family heritage and dedicated to delivering unscripted guest moments with a handcrafted approach. For reservations or more information about Loews Hotels, call 1-800-23-LOEWS or visit: www.loewshotels.com.
About BMF
BMF is an award-winning global integrated creative marketing agency with expertise in brand strategy, experiential, digital, influencer, talent, and PR. The agency conceptualizes and executes multi-channel programs that earn attention from key opinion leaders, engage with our clients’ target audiences, and create unforgettable brand experiences with lasting impact. BMF does this for brands who seek to have a meaningful role in the current cultural conversation. With teams working around the world, BMF recently produced 350 programs of which 50 were in 19 countries outside the U.S. Each of the programs we develop are unique — the red thread is our commitment to delivering ROI by humanizing brands in unexpected and impactful ways that are made to inspire. BMF is an LGBT owned business certified by the NGLCC (nglcc.org) with diversity & inclusion as part of the agency’s core DNA. For more information, visit: www.wearebmf.com
