Hotel chain Mr and Mrs Smith has appointed search marketing agency Greenlight to its paid search account, previously held by DBD.
Greenlight is the company’s only retained marketing agency with a majority of its marketing activity created either in house or is farmed out on a project basis.
The appointment comes as the boutique hotel specialist prepares to launch a US version of its website and publish a new guide called the Global Shortlist for the American market.
Greenlight says it aims to move towards a highly targeted campaign that concentrates on what individual hotels have to offer, promoting price, special offers and their unique selling points. The ultimate objective will be to raise brand awareness and visibility as well as increase ROI and market share.
The company, which has more than 400 hotels on its books globally, has also launched a loyalty scheme for members called The Vault, in association with brand partners including lingerie label Agent Provocateur, Cowshed and Mulberry.
The scheme works by placing “Smith pounds”, to the value of 5% of every hotel booking, into an online safety deposit box. Members can use the money to buy gifts from brand partners.
In another tie-up, Saab, the Swedish car marque, has teamed up with the hotel chain to produce a guide to driving holidays called the Glovebox Guide, published this month.
Mr and Mrs Smith has also bolstered its marketing team with the appointment of marketing and PR executive Sabine Zetteler. She reports to head of PR and marketing Aline Keuroghlian.