San Francisco-based Kimpton is said to be responsible for first introducing the boutique hotel concept to the US in the 1980s.
Brought into IHG in January 2015, it currently operates 62 hotels in over 30 US cities, including New York, Los Angeles, Boston, Chicago, Miami and Washington DC.
Way To Blue, which won the account following a competitive pitch, has been briefed to handle comms strategy, content creation, consumer PR and social media for the brand in multiple markets across Europe – looking ahead to the opening of the first European hotel in Amsterdam (expected Spring 2017).
The Way To Blue team will operate from its UK hub and deliver on-the-ground work through its European offices in Amsterdam, Paris and Munich.
The account will be led by Way To Blue’s global head of consumer brand, Alan Twigg, with group head of digital Claire Slight leading on social activity.
The team will report to Jacque Riley, brand director for Kimpton Hotels & Restaurants Europe, and IHG comms manager Emily Sexton.
Emma Corcoran, IHG’s vice president, corporate affairs, Europe, said: “The Way To Blue team proved very quickly that they understood and had true affinity with the Kimpton brand. They demonstrated a real ability to bring creative ideas to life and ensure activity was integrated seamlessly across multiple channels.”
Adam Rubins, Way To Blue CEO, added: “This stunning brand was conceived after a trip to Europe by the company’s founder, Bill Kimpton. To bring the Kimpton brand home for its European launch is not only a very exciting moment for us here at Way to Blue, but a landmark one for IHG and the brand.”